Why Should You Conduct Marketing Research?
As a marketing research professional, one thing I often hear from clients is, “Why should I conduct marketing research?” The short answer is this: marketing research is the first critical step to implementing integrated marketing, and integrated marketing is essential in a world where consumers are receiving thousands of marketing messages a day through numerous communication platforms.
Does your brand have a persuasive promise? Are your marketing messages relevant and centered on your customer? Do you know how your company is positioned in the marketplace? How do you stack up against your competitors? These are all questions that marketing research can help you answer, and when done as an ongoing exercise, marketing research gives you a lot of data that can help your company establish trends, set benchmarks and monitor your progress.
At Amperage, our goal is to connect our clients with their customers in order to motivate measurable results. We do that by using the right methods to ask the right people the right questions for the right results—results that are not only measurable, but actionable. This electrifying combination is what helps your business Move the Needle. Throughout my career, I’ve helped numerous clients make informed business decisions with less risk, identify new business opportunities, and uncover and identify potential problems. So, how can I help your business Move the Needle? Download The Ultimate Guide to Research to learn more about how research can lower your marketing risks.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.
After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.
He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”
Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”
One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.
Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.
Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
