Imagine having to plan the launch of a new product in several countries or hoping to sell it to users with different habits. To communicate with millennials is different to communicating with boomers, and it’s essential to know where each of these categories of buyers are looking to purchase products. To know how 25-year-old John from the US makes purchases compared with 50-year-old Paolo from Italy, companies today need to embrace a structured approach to marketing that incorporates lean principles and fully leverages the power of digital applications.
By investigating and gathering data on trends (on anything from which countries see highest percentages of purchases done through smartphones to how Covid changed buying habits) we can make better decisions.
This data can come from surveys or research, but often times in these cases it’s already obsolete at the time of acquiring it. Even more so during the pandemic (think of how much things have changed between 2019 and today). What to do then? I recommend adopt a “mixed approach” that combines some of the following tools.