What Is The Difference Between A Perception Study And Marketing Research?
Perception studies and marketing research are similar in nature, but accomplish very different things. A perception study gives you just that; perceptions of some of your shareholders and analysts. The value of a perception study is to give you a quick read on what some of your shareholders are saying. Typically, perception studies are highly qualitative (that is, a lot of verbatim comments from your investors) and undertaken when management needs to understand if some of their messages are being heard. Marketing research allows you to build on a traditional perception study or audit. Marketing research takes some important things into account. Firstly, according to research by McKinsey (taken from an article written by Kevin Coyne and Jonathan WitterMcKinsey Quarterly 2002, Volume 3), no more than 100 people (including analysts, portfolio managers, financial media, et al) affect the value of your company as an investment. Given that, marketing research aims to uncover a true represent
