I really liked the discussion that I was reading on the Marketing Profs forum regarding one company's attempt to discover ways to do marketing research on the cheap. There are some good examples on and really the main point that came out of it is that you really need to understand the customer to sell to them. It seems that most people felt doing an online survey was the best solution in this case.
There was also a great article on how achieving brand Essence is crap (my interpretation). You definitely want to focus on the experience but don't get too wrapped up in a newspaper ad that demonstrates your product as the be all and end all. Your product itself and your people will make the real difference.
Chad H.
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