Currents
Welcome to our collection of news, insights, original research and reflections on current marketing issues.
Market Research: A Strategic Tool for Business Growth and Innovation
In this highly competitive and rapidly changing business world, market research can give you the edge you need. Market research is the process of systematically gathering data about your market, competitors and customers to guide your organization’s decisions. Whether you are just starting out or have an established business, here…
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Is a Fractional CMO right for you?
In today’s competitive business environment, marketing is essential to the success of any business. However, not every business has the resources or needs to hire a full-time Chief Marketing Officer (CMO) to oversee and execute a marketing strategy. This is where a fractional CMO can help. A fractional CMO is…
2 Tips for Designing a Research Project
Research can uncover valuable insights and help your organization in numerous ways. However, in a world where we are literally swimming in data, the value of insights is bounded by its relevance, timeliness and accuracy. The next time you need to conduct research, here are a couple of key points…
Genetic Data in Marketing: Is this the next frontier?
With the rise of direct-to-consumer genetic testing such as 23andMe and AncestryDNA resulting in the availability of large genetic data sets, we’ve started to see companies engage in marketing activities targeting specific genetic segments (see Aeroméxico’s DNA Discount campaign). On the surface, genetic marketing can appear to be a gold…
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A Guide to Competitive Product Analysis
Competitive product analysis is a vital part of the product development process. It’s also frequently overlooked or lacking in depth. As a result, critical competitive intelligence is often missed resulting in poor product-market fit or delays in product development as the input that should have been gathered up front is…
The Lighting Agora Partners with Blueboxfish
We are absolutely thrilled to announce our partnership with The Lighting Agora. Founded by Tom Butters, LC, The Lighting Agora is a consortium of lighting industry experts providing the highest quality educational, lighting design, market research, marketing and website design services to the global lighting community. Blueboxfish’s founder, Meiling Fong,…
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