The Guide to Relevance: How to know more about your market than anyone else

Nothing is as important in marketing as relevance. If your products, services, communications and experiences are not relevant to the people you are trying to reach, you may as well pack up and go home.

Getting relevance right requires that you really understand your market on a deep, intuitive and insightful level so that you can innovate to offer them marketing that resonates and connects. We shed some light on how you can know more about your market than anyone else - the traps to avoid, the questions to ask and the organisational structure to build to ensure you are getting the most from your market insight, transforming your business and growing your bottom line.