How Market Analysis Can Fuel Creativity

Case in point: you are a marketing manager at a big brewery, you are presented with Market analysis showing that the majority of whisky drinkers are men. What do you do? You obviously don’t spend money on advertising the liquor in women magazines. Right?

Market analysis tells us “what is” rather than “what could be”

What if Whisky marketing campaigns in Women’s magazines would produce more drinkers? In any case, women do most buying of spirits, so even on the basis, there might be a reason to advertise Whisky in Women’s magazines.

There’s a whole new way to we can look at data/market analysis by asking the following questions:

  1. What other ways can we look at this?
  2. What other explanations might be there?
  3. What sort of things might happen?

Use data to your advantage to be creative.