Customer centricity is one of the most frequently discussed terms within marketing. Should consumer wishes define the DNA of the company and its product development? Or is Apple’s and Red Bull’s business model of developing products people didn’t know could exist the way to go?
This and the answer to the question of ‘Who are we talking to exactly?’ are two of the key insights your marketing department should have at the ready without thinking twice. What does the majority or the potential majority of consumers look like and who influences them to follow and buy into your product? This role model, the very niche “early adopter”, should always be front and center to any and all direction your marketing is pursuing. That persona should be a familiar guiding figure throughout the company.
Long story short: let’s do this! If you need market research and analysis to cast a guiding idea of the individual who will adopt your product or an infrastructure for consumer interviews and focus groups, I’d be happy to help. The organizational structure should follow the project, not hierarchies. The involvement of a CRM manager, the marketing department, and retail or wholesale associates can be a good addition. Further, a media agency, depending on the need of segments or analysis, can be beneficial.
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