This interview is with Jill Capps, Assistant Manager of Marketing Research at Gorton’s, the seafood company from Gloucester, MA. Jill has been with Gorton’s for over five years, handles 30 to 40 projects a year, and hires vendors for quantitative and qualitative work.
I’ve told you what frustrates me about the marketing and branding of research vendors. But what’s attractive, intriguing, and appealing?
In an industry where we claim to be able to help our clients brand and market their products, why is so much branding and marketing so poor in our industry?
In research, too often we’re concerned with whether consumers like or dislike things. There are far more important issues we should be evaluating.
Marketers are facing increased pressure to quantify digital advertising's branding effect - can they?
Whether you’re a research vendor or a corporate researcher, your brand is being communicated to clients constantly. It’s your choice whether you exercise control over that or not.
Even something as simple as holiday greetings says a lot about your brand.