By Andrew Dalglish - 24th October 2010
“Eye care: Clearly confused” read the headline in Personnel Today. “Research by Specsavers Corporate Eyecare shows that misconceptions surrounding the display screen equipment regulations are leading to eye care overspend” it continues.
OK, I don’t really care either. What is interesting are some dodgy conclusions.
“30% think the regulations are unclear” they tell us. Hold on. That means 70% of businesses, the vast majority, think the regulations are clear. Not quite the story Specsavers wanted but why let that get in the way.
Now, it could be argued this is a success. After all, they got coverage regardless. I disagree. A well executed knowledge based marketing strategy builds profile whilst also reinforcing perceptions of expertise and a sense of affinity with client issues. Specsavers have made some noise but potentially damaged the brand’s position by suggesting a lack of true insight.
Too often the ‘we’ll do a cheap survey and get some free PR’ attitude prevails. The smart marketer though takes a carefully considered approach which follows six guidelines.
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Andrew has specialised in B2B research for over a decade and co-founded Circle Research in 2006. He is a columnist for B2B Marketing Magazine, a regular contributor to Research Live and frequent speaker at leading events such as the B2B Leaders Forum, Customer Experience Live and the Social Media World Forum. Andrew is a Chartered Member of the MRS, teaches the MRS B2B research course and holds an MA in Psychology from Aberdeen University alongside an MSc in Marketing from Strathclyde University.