Market Research Demystified - Dr. Melanie Richards


Manage episode 276513863 series 2818835
By Tim Yeadon and Clyde Golden. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.

Melanie Richards is Chief Thought Partner and owner at Thought Catalyst, a market research firm in Johnson City, TN, where she's also an Assistant Professor of Media and Communication at East Tennessee State University. Other topics included:

  • The pandemic’s effects on working parents, especially working mothers, along with how having kids stay home can increase gender inequities.
  • What companies currently ask for from researchers versus what they should ask for.
  • Data that organizations already have, but don’t use, common mistakes that companies make with research.
  • How small companies or agencies can use research and data.
  • How to create a comprehensive plan for highly effective research.
  • Media Strategy and Audience.
  • Foundational marketing principles.
  • The importance of separating a marketing strategy from marketing tactics.
  • Why you should always start research with goals.
  • The importance of diversity and representation in research.
  • Research as a customer experience touch point, and the importance of making it a good experience for the customer.

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Clyde Golden is a creative agency in Seattle specializing in research, strategy, and content creation via Customer Journey programs.

23 episodes