Competing
for Choice
An approach lauded
as one of the top 10
marketing theories
Esomar
2005
Vanguard presents at
ESOMAR 2005 Global
Market Research
Conference in Cannes
How
can we identify underutilized resources? First, you need to understand
and quantify all the
resources in your system. Remember it’s not just your
customers. Identify the drivers that make people choose
your brand or business. It could be your distribution,
your price, or your quality procedures, to name a few. Often
this information is sitting dormant within an organisation,
but sometimes primary research is
needed to uncover the insights.
Many companies spend money on advertising to
make people aware of their products or services, yet
consumers fail to act on it. Our framework can identify
where the problems lie and pinpoint the underutilized
resources in your business.
