If were all so smart, why arent we rich

1
If were all so smart, why arent we rich?

• A few questions for my colleagues in
• March 7, 2006

2
What down cycle industries have learned about
marketing researchspend more!!
1980s

• Major US industries slump due to perceived poor
  quality and a series of brands that do not
  address customer needs.
• Finance wizards cut research and analytics
  spending to shore up weakening bottom lines.
• Marketers lose touch with customers, continue not
  to provide what customers need.
• Profit downturn long-term
• Share impact permanent

3
What down cycle industries have learned about
marketing researchspend more!!
2001

• Major US industries slump as dot.com bubble
  bursts and consumer spending slows in response to
  instability and fear.
• Management wizards sharpen customer focus,
  increase marketing research and analtycs to gain
  new insights about customer needs
• Marketers address and meet these newly-identified
  needs.
• Profit downturn short-term
• Share impact variable

4
How many of you are experiencing increases in
research and analytics spending?
5
Value
6
Benefit
Effective, safe
Cost
Hassle-free
7
Valued strategic support
Innovation in methods
Benefit
Tighter, more realistic forecasting
Effective, safe
Effective
Safe
Hassle-free
Share at more of a discount
Easy to work with
Operating consistency and clarity
Support for key internal relationships
More share at a discount
Clear outputs, useful insights
Hassle-free
Cost
8
Say it with all the feeling you can muster
You have to say it, but first be sure you know
what it means
9
Value
Courage