Articles and Publications

Duncan Buchanan - Director Of Adept Research

Current Publications

Why Marketing Matters - To Those Who Use It Correctly by Duncan Buchanan (2025-07-27)

View Why Marketing Matters: If Used Correctly.

Marketing is not just a skill, it is a philosophy! Either the organisation embraces marketing in its entirety, or it does not embrace it at all. The latest examples (as recently outlined by the great (Mark Ritson) being: Performance marketing, product marketing and growth marketing, are all perfect examples of this syndrome. After all if marketing is done professionally and effectively, then these terms would be redundant. As the marketing campaign will have succeeded, which means that you as a marketer will have achieved your goals for your client.

Why Marketing Matters - To Those Who Use It Correctly by Duncan Buchanan (2024-03-20)

View Making Your B2B Online Surveys Work Better.

You are conducting an online market research survey for a B2B client. The survey questions are all agreed, the sample size and market segmentation profile are confirmed and you are ready to go. Then you hit a roadblock. The client wants a mix of both their existing customers and their non-customers in the survey sample, which is reasonable enough. The benefits of surveying non customers are obvious, but how do you find them?

Historical Articles (pre-2023)

Older Articles from Duncan

View Polling the 2019 Australian Election

Earlier this year I published an article in Linkedin where i explained how and why the main opinion polls got it wrong at the federal election. I recently came across an excellent article from Data Analysis Australia (DAA) that actually backs up what I said.

View Why Your Marketing Spending Is Actually An Investment

As we come to the end of another year in marketing it is worth taking a moment to reflect on that most contentious of dollar items. No it’s not the Christmas hamper (although that comes a close second) IT’S YOUR MARKETING BUDGET. Every marketing person I know has had to fight for their marketing budget at least once over recent years, and some have to do it every year.