Five Gerbera flowers in a crystal flower pot in row isolated While demographic research is valuable, it leaves a lot of unanswered questions. Attitudinal segmentation research, on the other hand, gives us crucial insights into how people think about a topic, which gives us the power to understand what’s going on between peoples’ ears. There’s…
Between talent shortages and client defection, establishing a clear niche, and building a positive reputation, there are a lot of moving pieces that can fall apart for agency owners. In the worst-case scenario, an agency may have to fold if it cannot identify and implement strategies to address these common hurdles. Are some agencies more…
“For how long are attitudinal segments valid? One year? Two? Five?” The fact is, much depends on the industry you’re in. If it’s experiences massive changes in technology or public perception (think of self-driving vehicles, DNA testing or the firearms industry), attitudes can change quickly. But for other industries, we don’t expect to see attitudinal…
in late 2018 I had the pleasure of spending a few days with more than 75 agency owners at the Agency Management Institute All AMI Conference during which I hosted two roundtable discussions about persona development. When I asked the agency owners if they were developing personas in their work for clients, virtually all said…
Research can be a difficult topic to broach with clients. I go into every discussion with a new agency or prospective client assuming they’ve had a bad experience with research — because most of them have. It’s often been difficult for clients to understand and make use of the many tables and charts they receive…
Today at the BOLO conference for digital marketing agencies, Drew McLellan and I presented the first look at our new study aimed at understanding how clients choose agencies — the attitudes clients hold about agencies, where they believe agencies offer value for their clients, and how clients want their agency relationships to be structured. Agency Buyer…