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Self-Reported Importance—No Winning Insights Here

Though it certainly sounds logical, asking buyers what's most important when considering a purchase in a particular product or service category is exactly what you DO NOT want to do. Unfortunately, marketers all to often rely on self-reported importance to develop a positioning strategy. The result is a positioning that fails to differentiate a brand, product, or service from competitors.

We explain why self-reported importance is not a reliable way to determine what motivates buyers and offer an alternative in, "Self-Reported Importance—No Winning Insights Here."

Download a copy of "Self-Reported Importance—No Winning Insights Here," or send an e-mail to ami.bowen@copernicusmarketing.com to request a PDF copy.

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