“Growth hacking” is a new term for most in the marketing measurement space but a long held practice among the best marketers and product managers in Silicon Valley. Although market researchers today are awash with data, we rarely use it for the benefit of our own businesses. With traditional media fading and the onslaught of mass customization & niching on the web, marketing as we’ve known it for the past 100 years is in a stage of transition- which means we have to become more creative about how we market marketing research.
As researchers, we often get so focused on solving the clients problem, digging into the data, or struggling to present our study results in a truly meaningful way that we neglect to give our businesses that same attention. We work IN our business so heavily that we forget to work ON our business. We push strategic planning aside, unless it’s on our client’s behalf. We don’t measure our own brand performance or marketing effectiveness. Instead of taking action we become reactionary.