In this issue of The Friedman File, business partner Jerry Guerra of The JAGG Group shares his candid thoughts and advice on the much-debated topic of market research. Jerry is a skilled researcher, writer, and PR/communications specialist who has collaborated with me on many projects for architects, engineers and environmental consultants. —Rich Friedman.
In many A/E/C firms, market research is a wasted activity driven by ignorance, cursed by laziness and devoid of any understanding of where its true value lies. The inevitable result is a massive gap between the promise of an intelligent market research program that helps a firm succeed and grow, and the futility of the actual market research efforts that far too many firms pursue.
We pay for expensive online services, scour the business papers and trade journals for long-range leads, hire ex-government employees to identify and harvest opportunities, sit through economic […]