Know-How Exchange : Research/Metrics

Hi,

Sounds like a student question to me, so a simple search will get you started on about 5 decades of research in this area!

Beyond the basic stuff, my recent studies on awareness show that advertising is a key input for customer awareness in fast moving consumer goods, and that awareness has a long-run impact on purchases, with an elasticity of around 0.3, which is vastly superior to that of advertising (0.05).

hope this helps

Dear Omarfdawood,

To have any kind of customer awareness process you need to know what customers are looking for, what they need, what irks them, pains them, and stops them from doing something.

The customer will not be aware of you until you talk to the customer about things that are important to them in language they understand and can relate to.

This is all part of the relationship building process. It takes time and it's something way too many companies rush into without having thought things through, then they moan that customers are not taking any notice of them!

Why?

Because they're not talking to their customers about customer issues, needs, wants, and desires.

Dialogue, that's the ticket.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA