Bugle Calls
Issue No. 1026
August 2015
Bob Bugle-B-1001
Research has become as integral to the sales and overall business process as any single element. This is especially true in media, where diversification and fractionalization have grown exponentially over the past 20 years.

If you're a manufacturer or retailer, you want to know; Who are my best customers? Who are my best prospects? What products are most in demand today? Which ones will be the hottest sellers tomorrow? What products in our current line-up are declining in demand? What price points should we be selling our products and/or services at based on (a) current/projected demand, (b) our competitors pricing and (c) our cost structure?
If you're in media sales or content creation, you want to know; Who is my core audience? What is their favorite content? What is their least favorite? What other content do they consume? What other publications/websites/TV and radio stations do they visit? What are their lifestyles?

While the ability to gather, interpret and effectively use accurate and timely research may be one of the most important skills in running a business or positioning a company's products or services, when and how to use research can often be misunderstood. In the August edition of Bugle Calls we'll review some "rules of the road" when it comes to gathering actionable information and some mistakes companies and media sales organizations can make when it comes to how data is used.
Warm Regards, View our profile on LinkedIn 
Bob Bugle    
Bugle Media Services     Ph: 410-420-1144

The Use and Misuse of Research -
By Bob Bugle
Years ago a terrific boss and good friend taught me a valuable lesson when it comes to the use and misuse of research; Bob Bugle-B-1001 "Good and Bad are Only by Comparison"! Analyzing or conveying data to employees or clients/prospects without placing the information into proper context is at best an exercise in futility. Assuming that the data you have is accurate, having the "What" doesn't do you much good if you don't know the "Why" or the "How".
    • Why is the information important, and to whom?
    • How does the data compare to previous surveys?
    • How will it be used?
    • How long ago was the survey taken? Is it still valid?
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Young Steve Jobs on Market Research


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Bob Bugle

Bugle Media Services  |  Ph: 410-420-1144