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The challenge

Successful marketing demands the right information in order to identify and define marketing opportunities and problems. Such challenges generate a permanent flow of business questions. Some questions are commonly approached through document-based quantitative methods (data-bases, data-mining and analysis). Others are dealt with through undocumented, qualitative information, using surveys, focus groups and in-depth interviews.

Unfortunately, too often such qualitative methods fail both to explain past events and behavior and to predict accurately future trends, leaving the company relatively blind.

Such failures are usually dealt with by switching from one research method to another, or by changing its weight in the final analysis, or by the replacement of the provider. The real problem, however, is more structural and results from the following factors:

•  Approaching people who are already identified as relevant, people ‘who know’, rather than people ‘who don’t know that they know’

• Asking for their own personal observation and experience rather than their human-network knowledge

•  Building ‘ad-hoc’ networks, groups or interviewees, rather than ongoing relatively permanent process 

• Operating in acute conflicts of interests and ignoring 'blind spots'

• High costs triggers ‘ad-hoc’ research events rather than permanent, adjustable, customized research interactions with a low level of conflicts and subjectivity    

The Solution

Since the TINO program can apply to a vast variety of business scopes such as strategy, innovation, cost reduction and more, TINO can also be used as a marketing research platform, providing a straightforward, highly effective, creative research solution with a profoundly better ROI. 

The TINO Marketing Research Solution is a complementary solution, designed to target information and events that are 'under the radar' (e.g. the causes of the inactivity of low profile or potential customers, or the development of a winning strategy for improving loyalty and costumer retention)

It is based on the following principles:  

• Approaching Hidden-Experts or TIKOs: people ‘who don’t know that they know’ that, for a variety of reasons, are happy to share their knowledge and their knowledge-network with us

• Focusing on TIKO networks that have already been built before, approaching them with a specific business question

•  Most of TIKO are permanent and provide a wide range of expertise while not being in any kind of conflict of interests

•  Gathering and analysis process being done by our TINO experts in a way that was designed to reduce to a minimum subjectivity and other 'blind spots'

• No TIKO is paid for providing information

•  We can do it for you, teach you how to do it on your own, or do both as needed

Level of Actionable Information - Comparison View