The internet is flooded with advice on why and how companies and organisations should invest in market research.
Take a dip and you might find yourself drowning in ideas about why your business needs to follow this route, and what you can expect to get out of it.
For start-ups, market research is a vital step to help shape a new product and make it stand out before the business launch.
For established firms, it’s like going for a medical check-up, and not something you should leave until you start feeling sick.
Why wait until your company begins to suffer before taking steps to find out if everything is in perfect working order?
I was reminded of this recently by an approach from a luxury brand needing help to reinforce its presence in the Middle East market.
In the PR brief they described their product as the leading one of choice in the region, and the aim was to consolidate their position as market leaders.
But all was not what it seemed, initial discussions with seasoned industry professionals indicating that market perception of the brand fell considerably short of the mark.
In this case the problem was far from terminal, but it underlined the need for extensive market research to find out precisely why the brand had fallen behind its main competitors and how best to address the issues.
A lesson for us all, in business and in health.
The World Cup is over for another four years, with France crowned as champions for the second time, leaving Croatia to be remembered for arguably the best performance that was still not good enough to win a final.
We’re just a few hours away from knowing whether France or Croatia will be crowned as 2018 World Cup champions, but Total Communications already has a winner.
So England’s World Cup dream is over, and Narayan is the new leader in the Total standings.
So it’s France who take their place in the 2018 World Cup final - but who will they meet there, and who will top the Total standings at the end of the tournament?
Russian hearts are broken and Swedish meatballs don’t taste so good in Ikea today after more high drama in Russia.
As the Ikea jokes gather momentum in the countdown to tonight’s England-Sweden quarter final encounter, Sadie has made a big move towards taking the Total World Cup title home.
Sports reporter turned CEO Tony Lewis, aka our official football pundit, has been brightening up our inbox lately with a daily roundup of the only tournament currently gripping the globe (sorry Wimbledon), the 2018 FIFA World Cup.
Putting all millennials into one basket for the benefit of marketing is a bit like saying all defenders at the World Cup perform as if they were coached in Panama.
Well, not quite, but you know what I mean.
There are reasons why some observers say that the traditional press release is already dead.
The main one is that the press release is seen as a relic of days before the digital age swept over us like a tsunami.
There’s a great buzz in the United Arab Emirates following the news that the country is opening its market for foreign direct investment and talent.
We’re excited too by the opportunity to play our part in attracting international investors, and benefiting in real business terms.