All marketers, including entrepreneurs engaged in startups, must understand their customers from a 360 degree perspective. The process typically begins by identifying the most productive customers for ...

Market research helps you develop knowledge of your industry and your company's competition. Knowing your potential and current customers and their purchasing preferences allows you to modify your ...

Blake McShane is an associate professor of marketing at Kellogg, where he teaches courses in customer analytics, marketing research and data analysis. As a statistical methodologist, McShane has ...

Utilizing market research to inform decision-making begins with clearly identifying the objective: What specific goal am I looking to achieve? The scope and nature of the decision to be made will ...