How to hire a research firm?
There are several aspects to be analyzed when hiring a market research company. The starting point is to make it clear that no one (including the research companies themselves) is better acquainted with all facets of the problem than the contractor. Therefore, for the study to be successful, it is essential to share this knowledge […]
Is market research expensive? I must do?
Should I do market research? Before answering whether companies should do market research, it is worth reflecting on the following Brazilian reality: more than 71% of new companies close over the first five years! On the other hand, the understanding of “expensive” may be that of: • Invest in equipment, raw material, packaging, hiring, records, […]
Customer, how are you? How do I understand it?
Knowing the customer The basic requirement for the success of any enterprise is the knowledge and monitoring of your market and, more specifically, your customer’s expectations and needs To the desperation of businessmen, consumers, however, have become increasingly invisible to companies. This change is the result of a radical transformation that has been causing the […]
Like & Dislike in Advertising
It almost always seemed to me a considerable exaggeration to expect that advertising campaigns should make people fall in love with brands, products or services. Even when it comes to admired and inspiring companies like Apple, Coca Cola, Google or Microsoft or products like Nespresso, i-phone, it may be a little too much to talk […]
Brand loyalty and neuromarketing
The meaning and scope of what is ‘loyalty’ has undergone considerable changes, as did most of the ideas and premises we were used to with the advent of the digital age. Several voices even advocate the end of the search for ‘loyalty’ to the brand for the most varied reasons, be it the high investments […]
Campaign Pre-Test
Campaign Pre-Test – A new approach One of the types of qualitative research that Checon has carried out the most in these 25 years of experience in the market are the pre-tests of advertising campaigns, whether for films, concepts or even graphic pieces. Apparently the analyzes and results presented by Checon must be on the […]