Chapter eight of Guerrilla Marketing goes over the starting point of a guerrilla marketing campaign. Before starting, you should research. Either free of paid is fine and you should look at paid research like any investment that costs money. Research isn't, however, a substitute for inspiration as it should only point you in the right direction towards making your business more profitable by listening to consumers.
Listening to consumers using proper research can help to avoid marketing gaffes. Ignorance is more expensive than paid research as a bad ad campaign can absolutely end up costing a company more in sales than what proper research and listening to consumers would cost. Testing a campaign over and over again in order to gauge response helps to shape the final campaign into one that hits.
Both paid and free research must ask the right questions in order to get responses that can accurately gauge the effectiveness of your targeted campaign. Getting to know your questions you will ask and what direction they will provide is a way to better understand how to read, categorize, and utilize your answers.
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