Archive for Keri Vermaak

The History of Market Research: Radios, Soap, and Doc Procter

Posted by Keri Vermaak on September 18th, 2014 at 7:00 am

What can we learn from the market research greats who have gone before us? If I were forced to name just one thing, it would be to focus on the art of listening.

I suspect that marketing has been around as long as communication. Those cave paintings were, after all, informing somebody about something! Where to find the local butchery? What are the virtues of the nearest greengrocer? How to fend off those hairy mammoth beasts?
Market research on the other hand, is a relatively recent phenomenon. Some would say it’s still in its early days. Despite that, those who came before us highlight the fact that hearing what our customers have to say, is at the very heart of what we do.
Where do we market researchers come from?
In order to answer this question, you will need to close your eyes (yet keep on reading). Imagine back about a decade before that smart device ever existed… the one you might be currently using to read this! Imagine when an alarm clock sat on your night table instead of a phone with apps that wakes you with instantaneous news, or measures your nightly REMs!
Step back yet another decade and you would have to... Read more

3 things market researchers have in common with 14-year-old boys

Posted by Keri Vermaak on August 22nd, 2013 at 11:00 am

Amidst the frenzy of raising a 14-year-old boy, we can learn market research lessons from these precious grunting lumps of adolescence.

Obama can vouch for the results; drill down into your data!

Posted by Keri Vermaak on November 26th, 2012 at 2:04 pm

Obama can vouch for the business-changing insights you get when you drill down into your data. Data mining proved to be a reliable running mate!