How many times have you heard this? “Well, we had an idea; we launched it, and now want to see what people think.” That might be ok, if the cost to launch is at or near zero, or downside of getting it wrong is minimal. However, when truly investing in a launch, AIM before you FIRE. Evidence-based marketing is no accident.
Evidence-based marketing approaches stem from firms’ commitment to excellence, and understanding that it is not random chance that leads customers to their door. We often say “that is an empirical question.” That means it is not just a matter of one person’s opinion, or a matter of guessing, but a matter than can be understood through properly designed research and analysis with specific goals. Building a strong evidence-basis as to why, how, and what should be developed or communicated is only accomplished through thoughtfully designed and analyzed research with specific goals in mind.
Building evidence is a process, and it starts with the end in mind. If your approach is to simply fire, and then see what was down range, you may be wasting resources. Worse, it may be that you are headed backwards, and the messages and approaches, while intuitively appealing to someone, may be turning even more away. Take careful aim before you fire.
