How Do People Decide

RESEARCH
Written By Dwayne Fry

Age-Old Question: How Do People Decide

Put simply, people buy the brands they want. Not the cheapest. Not the best. Not the most purpose-driven. And so on. Ask why, and the answer is different. Think Apple. Qualitative research (real conversations) will tell you what people really think. Surveys will tell you what they want you to believe.

The right research can help you understand and find better answers.

Read the HBR story: Customer Surveys Are No Substitute for Actually Talking to Customers.

Dwayne Fry

Dwayne is a strategic leader with a wealth of successful agency and client management experience. For the past 16 years he’s been a partner at The Republik, running the strategic side of this creative powerhouse agency. He guides clients to look critically at any given situation, ask tough questions and find the precise answers for their brands. His role is to research and evaluate business environments – monitor consumer trends and competitive sets – and develop insights for a brand’s successful positioning.
Dwayne has taken on an additional role: VP of Marketing for client, Voltari Marine Electric. In this position, he brings extensive experience working on well-known boat brands like: Triumph Boats, Glastron, Wellcraft, Scarab, Carver Yachts, Marquis Yachts and Bennington Marine.

https://www.linkedin.com/in/dfryrepublik/
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