Are your customers all control freaks? No, they simply want more control over their lives-just as voters want more control over their lives. This, in fact, is the fundamental issue that drives almost every consumer and every voter today. They're yearning for more control over their personal safety, their health, their energy, their spending; even what they eat for dinner, and where they eat it. If you give these consumers, or these voters, a real sense of more control .... They are with you, and with you loyally.
Obviously, in business, you can't control everything in your customers' lives. So how do you know what proportion or kind of control is desirable, or even possible? That's where political-strategic research becomes a critical tool-because it truly matters what your target audiences thinks. So today, in this changing and challenging business environment, you need more than ever to study and learn about how your audiences see their world: How they see control, and how they want to see you deliver on their yearning for control.
Fundamentally, you've got to figure out what your target audiences are doing, what their lives are like, what they want, and what they don't want-and where they are heading, out ahead, into the near future.
That's why research is so valuable today-because it gives you the ability to surf developing and future trends, as opposed to being surprised or drown by them. Research is available from many sources; and the best research is able to hypothesis-test out into the future, to understand and even predict scenarios and to illuminate not just where your target audiences are today-but where they will be tomorrow.
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