Positioning Secrets: Turning Survey Data into Marketing Gold with Bruce Wiseman

So many businesses pour time and money into marketing that looks good on paper but lands with a thud in real life. It’s not always a lack of effort—it’s just that guessing what people want doesn’t work as well as actually asking them. Too often, brands talk at their audience instead of with them, hoping the message sticks. But when you really listen, it changes everything—because people are usually telling you what they need, even if it’s not in a survey. 

Bruce Wiseman shares compelling insights into the art and science of market research, drawing on decades of experience leading On Target Research and his background in academia and entertainment. He emphasizes that successful product positioning begins with listening—specifically, capturing the precise language customers use when describing their needs, desires, and pain points. Bruce demonstrates how research, when done right, becomes a powerful tool not just for marketing, but for building deeper customer trust and long-term business growth. Tune in to find out more! 

Quotes: 

1. “Positioning puts your product along with something that is already in the mind of your public.” 

2. “The closer you can parallel to what they’re thinking, the better they’re going to respond.” 

3. “If it’s not the idea that’s in the mind of the public, it’s a waste of money.” 

Takeaways: 

• Survey your target market with open-ended questions to uncover what they truly care about, not what you assume they want. 

• Test your marketing messages by asking potential customers directly which words and concepts speak to them most powerfully. 

• Invest time in understanding customer perspectives before spending money on marketing campaigns – a small research investment can save significant future expenses. 

• Create surveys that let respondents speak in their own language, avoiding leading questions that might skew results. 

• Challenge your own assumptions about what customers want by gathering real-world data from the people who actually buy your product or service. 

Conclusion: 

Good market research starts by listening—asking open questions and letting people share what really matters to them. This approach helps uncover the key motivations that drive decisions, rather than relying on guesses or trends. When businesses reflect the exact language and values of their audience, their message becomes more direct and effective. Simple, well-designed surveys can reveal insights that shape stronger strategies. With this clarity, companies can grow faster by speaking to what customers actually care about. 

Links Mentioned:  

Guest Links:  

LinkedIn: https://www.linkedin.com/in/brucewiseman/  

Website: https://ontargetresearch.com/  

Amazon Books: https://www.amazon.com/stores/John-Truman-Wolfe/author/B003DMHUS2 

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