Just the other week I had one of my clients send some of their team members out to observe their target audience. The results that were brought back to the table was invaluable on a number of levels. It helped them learn more about the type of people their reaching, it forced them to look outside of themselves, and it opened discussion on ways to improve their service.

When was the last time that you made observations of your market? Actually moved beyond basic demographics that you pulled up from some list provider, and tried to understand the psychographics of your customer. What are their buying habits? Where do they like to shop? What do they do during their free time? What type of personality do they have? What values do they live by? As a small business, you don’t have the money to engage a market research firm to do in depth analysis. However, that doesn’t mean you have to do business with your head in the ground. Take some time this week and go where your people are and just observe. Believe me, you’ll learn something new about your market every time you do this.

Keep It High Touch!

-Ernie DiMalanta

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