Hall & Partners

Carrie Stojack, Managing Partner, Hall & Partners

http://www.hall-and-partners.com/

It is our honor to have Ms. Stojack, who is managing partner of Hall & Partners, to share her experience of marketing research. She explained how marketing research and marketing could work together to help clients to plan a marketing campaign. Ms. Stojack offered a planning cycle theory, which contains four aspects: can company reach their target, where is the opportunity and competitors, how can the company get there, and where could company be. 

In addition, Ms. Stojack explained that companies need to be aware of their consumers and engage with them. Presently, consumers’ communication is faster than ever, and they make decisions in various ways. In the past, consumers’ decision pattern was like a funnel, so people awarded products, considered alternative products and purchased products. However, people now combine technology, such as cell phones and computers, to ask others’ opinions and make decisions. In this case, Ms. Stojack suggests that companies should use new methods to get close to customers and participate in their communications, such as sharing information and giving opinions to consumers as necessary. They have to be open to listen to consumers’ desires and needs. At the same time, marketing researchers must also change their methods of measuring advertising. 

Pei-Jung Wu