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The Cliches Of IT Market Research

By James Pynn_

The old saying that you should approach your IT market research with a multi-faceted strategy is a rather tired cliche. Few financial investors would invest all of their assets into one stock or commodity — why then would you ever consider putting all your market research eggs into one proverbial basket? The key to getting effective market feedback depends on investing in a diversified demographic portfolio.

Too many businesses and would-be marketers get caught up in the promise of market research. Sure, you will be able to get reams of feedback from a wealth of participants ranging the spectrum of demographics. But, it’s not so much the information as much as it’s what you do with that information. Having a library of books will do you no good unless you know what you’re searching for.

Ask yourself what are your long-term and short-term marketing goals? Answer those two questions and then you can begin to make sense of all that valuable market research you’re paid an arm and a leg for. Justifying budgets is the biggest time and resource drain for most marketing departments — and for good reason. When the board of directors wants to know why millions of dollar were spent soliciting so much information, it’s best to have a convincing talk-tract.

Most marketing department or independent firms have no idea what their long or short-term goals entail. What are their goals for the next three months? What are their goals for the next twelve? Failure to answer these time-frames will invariably mean loss of precious time, resources, and most importantly, money. What is surprising is how this lack of decisiveness cuts across all companies, large or small, from multi-nationals to mom-and-pop shops.

If you’re an IT marketer or a business owner, you will need to come through the dark night of your marketing soul with some definitive answers. You will need to know who you want to target (at least initially), what markets you want to penetrate. Knowing these things will do more than simply justify your budgets and positions, they will help you increase your profits and sustain a viable future.

Viable IT market research requires a comprehensive survey provider, like United Sample. Don’t leave your market research to chance.

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Article Citation
MLA Style Citation:
Pynn_, James "The Cliches Of IT Market Research." The Cliches Of IT Market Research. 22 Jun. 2010. 25 Dec 2014 <>.

APA Style Citation:
Pynn_, J (2010, June 22). The Cliches Of IT Market Research. Retrieved December 25, 2014, from

Chicago Style Citation:
Pynn_, James "The Cliches Of IT Market Research"

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