Pivotal Need for Research

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The adverse effects of social distancing have caused what we call brand-distancing/isolation as consumers have had to deal with increased unemployment, retrenchments, closure to some of the SOE’s, short times, and early retirements. No doubt, this has had a knock-on effect on what and why people buy as the erosion of disposable income has been unavoidable.

It is anyone’s guess as to when things will return to “normal” as we know it. The Retail industry especially essential services, has had a field of a day but not without any difficulties, I must say given the scarcity of resources. The Marketing plans have undergone unprecedented disruptions and thought-provoking premature closure of small and medium enterprises as they could not sustain under the current economic, socio-political world.

As we grapple with the reality of attempting to restore trust, loyalty, and brand affinity we also have to take stock that the consumer headspace has and/or going through a process of adjustment and inadvertently re-alignment of brands’ significance that will grant them extended mileage for their limited disposable income.

Surprisingly enough in my over 19 years of Research experience, companies tend to curtail budgets that have to do with research and limit Marketing and Branding exercises. I would be the first one to point out that such an approach would not yield desirable results, will not do justice to the Brand/s in the long run and would not repair the damage caused on the bottom-line.

The need for cool heads and application of business knowledge is required now more than ever before. I have had the privilege of getting phone calls and e-mails requesting realignment strategic workshops and my answer has been very consistent up to now. We cannot realign brand/Marketing strategies without first conducting effective Marketing Research to determine the extent of the damage or lack thereof on the brand/s – this I believe would put us in a better position to chart the way forward armed with real-time information and insights.

Whilst Marketing and an increase in the efforts to re-create awareness, such has to be backed up by clearly effected Research that does not use bombastic fancy words that further need clarification. However, the kind of research needed right now is one that is cost-effective, efficient and provides simple actionable and user-friendly guidelines going forward – such research should be explorative in nature i.e. Qualitative research in order to make the effective use of the laddering techniques in the discussions, this could be further enhanced by a robust quantitative study which they themselves do not need to make use of fancy language to justify costs but to back up the exploratory surveys should the need arise.

As a custodian of Marketing and Research – I dare say at this very juncture that the need for re-adjusted robust research needs to take priority in order to make sense of the psychographic shift in the consumers’ headspace and how we can infiltrate and take advantage of such opportunities. The question that I always ask my clients is “What is the cost of doing research as opposed to not doing it” and I must say I am often met with blank stares (respectfully). 

At Amashuku Marketing Solutions we are working hard to partner with you in order to help you get back on your feet, and we are equally sensitive to the limitations caused by budgetary constraints.

No project is too big or too small for us, but we have adopted a relief campaign to partner with our prospective clients in order to get things moving, done, and start the hard work of reversing the losses caused by the disruptions that are still prevalent. Let us chat about your needs, immediate and long term – let us see how we can overcome this Marketing/Research Dilemma before it’s too late.

In conclusion, Muzi Kuzwayo in his book entitled – “Marketing through mud and dust” makes a compelling assertion which I personally and professionally have adopted since reading the book – he says:

“If you want us to be interested in your brand/s, respond to your marketing and branding messages you must first understand our cultures, our way of living, our do’s and don’ts but most importantly our sensitivities”

Percy Shangase

Managing Owner at Amashuku Marketing Solutions

0730891581

[email protected]

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