An article by Matt Wright, Kytemark
On Thursday, 16 February, David Milnes of KyteMark presented to the members of techUK on, ‘How to build bespoke research to drive sales and profitability’.
The point of the presentation was to illustrate how research can be undertaken quickly, cost-effectively, and in a timely fashion to generate quick bottom-line wins for both sales and marketing.
Are you a Lemon or a Lime?
Upon entering the room, the group were each handed a plastic lemon and a plastic lime, then asked (upon the count of 3) to throw one of the two depending upon their view of/confidence in research:
• Lemon: Unsure, uncertain, unconvinced
• Lime: Expectant, experienced
Interestingly, there were roughly the same number of limes as lemons, signifying that research DOES have a place amongst SME’s.
However, upon closer questioning, it transpired that most of the SMEs who said they used research, classified this research primarily as online-based, using tools such as Survey Monkey.
To read the full article, please download the pdf file below