FORENSICS
ARTICLES
David Cowan has contributed many articles on the major marketing problems facing companies and the way in which Forensics has helped to solve them to a number of leading journals.
Some of these are reproduced here:
The superior way to grow
Companies grow in different ways. Desirable though they may be, both innovation and acquisition are expensive and risky.
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A Q&A with former editors of Marketing Magazine
Marketing detective work is particularly relevant at the moment because it is about finding ways to grow the existing business – growth that doesn’t involve heavy investment.
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Marketing Detective Work
Organic growth is the best kind of growth but it needn’t involve major and risky innovations. There are lots of hidden growth opportunities for a company’s existing products and services. Finding them requires a process David Cowan calls ‘marketing detective work’
[Market Leader Spring 2007]
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Creating customer insight
This paper is based on one that won the MRS/AURA Insight Effectiveness Award for ‘the best demonstration of using multiple sources of customer data’.
[The International Journal of Market Research Volume 50, Issue 6]
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Why can’t big companies grow
The startling conclusion of an analysis of growth records of major companies reveals that the organic growth record of large companies is negative. Marketers must be the organic growth leaders within their companies but David Cowan argues that marketing has serious problems in its engine room.
[Market Leader Winter 1999/2000]
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Holmes Place
David Cowan reveals why the approach of fiction’s greatest sleuth is needed to link marketing to profits and market share.
[Brand Strategy Issue Number195]
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Detective work caught Saddam Hussein - Marketing needs more of it
All marketing problems are particular. Yet marketers often rely on models of consumer behaviour that assume that all markets are the same. Understanding exactly how consumers behave in individual markets and knowing how to change that behaviour needs a much more forensic approach. David Cowan explains how strategic insights can often be extracted from existing consumer data.
[Market Leader 2004/05]
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Understanding in Market Research
Market Research is seldom used to its full potential.
[Marketing Intelligence and Planning. Volume 11, Number 11]
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Good information – Generals can’t do without it. Why do CEOs think they can?
CEOs are not getting the insight about their customers and markets that will enable them to grow their businesses through sector growth and share gains. How this can be gained is outlined.
[Marketing Intelligence and Planning. Volume 12, Number 11]
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