Richard J. George, Ph.D.

Survey to Gauge Public Perception of Target

September 30, 2009

FROM RETAILWIRE:
For years Target has been lauded for understanding just exactly what it stands for and what that means to consumers. Now, it appears, the company is a little less certain of its place in the retailing cosmos. Are you surprised that Target is using a public-opinion research firm to get a handle on its reputation among a "variety of constituents"?      [more...]

Like others who have commented on this story, the success of the public opinion research depends on a variety of factors: research strategy, design, etc. However, this research needs to be used in conjunction with other research vehicles, e.g., focus groups, customer surveys, and observation, in order to get a complete picture of Target's perception, opportunities and challenges.

Yes, a value-added research component, but nothing more than one more piece of a larger consumer and market puzzle.