by Christopher S Penn | Nov 28, 2022 | Marketing, Mind Readings, Research
The worst kind of research is incurious research, which is research that is commissioned to prove a point. Incurious research is dangerous because the average layperson doesn’t necessarily know how to distinguish between research that is curious and research...
by Christopher S Penn | Nov 1, 2021 | Marketing, analytics, Marketing Data Science, Metrics, Research
In the world of data and analytics, anecdotal evidence is often (and correctly) demonized. Why? People in general and marketers in specific mistake anecdotal evidence for quantitative proof, for statistically representative, reliable, and repeatable evidence....
by Christopher S Penn | Mar 15, 2021 | Marketing Data Science, Marketing, Research
I saw in my social media monitoring system the other day that someone had written a blog post and linked to one of mine. Ordinarily, that’s a good thing, and not something of concern, but when I saw the anchor text, I had a mild concern. The anchor text read:...
by Christopher S Penn | Jun 16, 2020 | Content, Content Marketing, Marketing, Research, Strategy
Joe asks, “How do you conduct research for a new content marketing project? Where do you start, what steps do you take, and what systems do you use to organize your research and findings?” It really depends on the project and how much depth I need to go...
by Christopher S Penn | Jul 20, 2018 | analytics, Marketing, Research
As a followup to yesterday’s PR Student Chat, I share some ideas about what the best tools are for staying in tune with and in touch with your audience. Beer Coffee Video chat Conferences There’s no substitute for talking to the actual audience. As much as...
by Christopher S Penn | Jul 2, 2018 | AI, Artificial Intelligence, IBM, Machine Learning, Marketing, Marketing Technology, Research
Monica asks, “How do I create good content for an industry I’m unfamiliar with?” I had a colleague in the PR industry who called this getting smart, fast, and she used the time-honored technique of reading and researching via Google, news sources,...