There is some controversy emerging about the Ferrari Formula One racing team’s use of a bar code on their driver jackets and cars. It is being suggested the bar code is to remind race fans to purchase Marlboro cigarettes as they watch Team Ferrari drive less well than their competitors on circuits throughout the world.
I don’t conduct extensive market research with people that successfully passed some pre-screen questions and are therefore my target audience that will reveal awe inspiring insights. And I don’t need to do that research because the consumer does not always reveal the insight that will separate a client from the competitors. Search trends, well optimized websites and terrific word-of-mouth (online and off line) are what will drive web traffic and spark long-tail searches that inevitably lead to converting customers.
