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There’s a saying that, ‘nothing in life is free (if it has value)’. Of course, there is one obvious exception that we humans value every day which is the very air that we breathe. Sure, put us on a rocket to Mars and it’s feasible some large corporation might want to charge for it when we arrive to cover the cost of our ticket, but right now air is definitely and thankfully free. So, with that in mind I wanted to see if there was anywhere else I could apply this theory, that, ‘nothing in life is free (if it has value), and disappointingly I couldn’t think of another example, so by all means let me know if you can.

We may buy a new car, and the salesman may add a tank of fuel to say thank you; buy a new home might see us receive flowers and wine waiting on the kitchen worktop when we walk through the door, and of course there’s the ‘Buy One, Get One Free’ schemes where a 12 pack of Coca-Cola at the local supermarket may occasionally mean we get two. Yes, these have a value, albeit a modest financial one but they aren’t really going to get any of us terribly excited. So, we really need to think about the word ‘Value’ in this earlier statement. You could claim that ‘value’ means any financial benefit, on the other hand you could determine this to be something truly astonishing, like it is in the case of our ‘air’ and you can’t really hold an extra pack of Coca-Cola against this can you?

But in the day’s where everyone you come across seems to run their own business, either as their main form of income, or as a side hustle (which combined accounts for c.8m firms) there’s one thing most, if not all will need, and that’s market intelligence which can help foster an idea, or help save the business owner £‘000’s; besides, not having this information is likely to lead towards the development of very questionable business plans that end up in front of the bank manager where at least they can challenge your thinking before you make a rash decision. However, many businesses, particularly the established ones might not even speak to their bank, preferring instead to take an ‘entrepreneurial’ approach, learning as they go, rather than take the kinds of decisions that would be underpinned by data insight. To be fair, this may also be because market intelligence is usually very expensive, in fact this is big business for firms like Mintel who can charge many thousands for single reports.

However, help is at hand. As a Chartered Marketer, one of the FREE benefits I can provide to my clients thinking about a new gamble, be that a new sector for them to challenge, or a new product to launch, is that I can deliver these reports mostly free.

This meticulous, accurate and rigorous information can significantly help to pinpoint sought after answers to a host of questions, whether that’s in business-to-business or business-to-consumer markets in the UK or across the world, a huge amount of data is available and has been used to good effect on behalf of our clients since our inception. In addition to this, it might also be the case that you want to uncover specific insight into consumers themselves.

So, whilst this knowledge might not be as valuable as the air that you breathe, it’ll certainly help you sleep more easily at night, which is more than that extra pack of Coca-Cola will do.

If you would like to speak to me about the subject raised in this post you can email me at Nigel Davis.

Nigel Davis was independently voted ‘One of Britain’s Top 50 Small Business Advisors’ and is an MCIM Chartered Marketer.



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