Market research can reveal surprising and interesting things about the human experience. It’s easy to make assumptions about your customers based on your own biases. For example, you could assume that travel books are no longer relevant to travellers. Why would you need a travel book when you have access to so many travel apps? According to Matt Dobbin, Director of Atticus Research, travel books are still very much relevant to travellers today, often providing a respite from digital connectivity.
Valuable, contextually relevant content that engages a target audience is essential to the success of marketing and sales teams. But in my opinion, content production is one of the more difficult jobs for agencies to set up and maintain.
Podcasts are so wonderfully versatile. You can take them with you out running, hiking, in the car, on the train, in the kitchen, or in the garden. In Rob Lawrence’s words, “podcasting is a form of media where you can truly multi-task”.