Category Archives: Marketing

The Human Using Your Product

When I was 14 years old my mother cut out an advertisement from the Indianapolis Star. They were looking for kids who could write and who had some personality. Miraculously, I was invited to join the mass interview.

I never will forget that first day. There were over 150 kids and they were far more experienced. Some had been published. Some were going off to college. A couple of kids were editors of their high school newspaper. I thought my writing was decent but wasn’t sure it would pass their tests. In the end they choose 12 kids.

Apparently, they liked my writing. I was surprised when they called me for a second interview and eventually hired me. Turns out they were looking for raw talent. They were looking for something else too. They wanted someone who could put themselves in someone else’s shoes.

Mind you, I had written about my love affair with tennis. I wrote what it must be like for a baseliner to play on grass courts. (True tennis buffs out there will completely understand why knowing your surface can make or destroy your game).

Anyway, a lot of the kids wrote big essays with flowery words. And mine was really simple. If we haven’t met then I can assure you I am not a ‘flowery person’. Practical and down to earth are my speeds.

Not your shoes?

Putting yourselves in someone else’s shoes. Yes, it’s a cliché. But think about it from a product point of view. If you produce a product (documentary, website, interview) with the end user in mind, you’ll be successful.

Everything you do should be with the end user in mind. And guess what- that precious ROI (Return on Investment) will be there too.

Sure, it takes a fair amount of risk- financially, creatively and you have to keep pushing yourself.

Think about your own decisions when it comes to design and development. Are you thinking how your end user and your audience will use your product? Are you doing so at every stage of the product’s development? If not, begin thinking how your product is being used.

Your client will appreciate it and so will their end users.

Johann Lohrmann
The Useful Research Blog | Effective research that you can use.

Interested in learning more about Defining Personas? Check out these sites.

Keywords: Business Analysis, Defining Personas, Analyzing Data, Goals and Objectives

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Filed under business, business analysis, Customers, goals, Marketing, Strategy

Mobile Apps Vs. Mobile Websites

Johann Lohrmann is an Atlanta-based, Emmy-nominated and multiple Silver Telly award-winning documentary film producer who currently conducts B2B research for well-established businesses.

AM vs. FM.
Beta vs. VHS.
SD vs. HD.
Flash vs. HTML.
Mobile Apps vs. Mobile Websites.

This isn’t a new discussion. The formats may change but the question of how to best deliver information hasn’t. Open for debate is how to deliver information and entertainment on the go. Some are predicting that mobile apps will eventually devoured by all things web. Others believe that mobile apps will allow for even more target/niche marketing.

The Basics

Mobile Website– a smaller version of a main website that is on your mobile device.  Think of accessing the Internet on your phone and then going to

Mobile App– program that is downloaded to a specific device, typically for a specific reason. Examples of the devices include iPhone/iTouch, iPad, Android, Blackberry….

An example of a mobile app is Locate Wi-Fi anywhere. It’s essentially a directory of international hotspots. We’re talking 140 countries so it’s perfect for the traveler.

For the past few years there’s been something of a debate between the better of the two. As with most items Internet related, it really depends on the user’s end goals.

Here are three considerations when venturing down the mobile app vs. the mobile web road.

The Considerations

1. Are you interested in reaching the masses or reaching a target/niche audience?

If you’re interested in reaching the masses then a mobile website is the way to go. A mobile website gives you another channel of contact in addition to your website.  Don’t be misled with the idea of a target audience here.

If you’re interested in reaching a target/niche audience then you’ll want to take advantage of the mobile app. Typically, there are three ways a user will learn of a particular app: invitation through beta testing, online via desktop (or online in general) or through a search on a mobile device.

Ok, so there were some obvious statements made there but think about how your audience finds you. Well-known sites liked LinkedIn and Facebook are the exception to this rule.

2. Think about it from the user’s point of view.

If you want the user to use an app for a specific task or for a limited number of tasks, then use a mobile app. The functionality of a mobile app works well within a device’s native application and the bonus is an Internet connection is not always required.

If you want to deliver content, then mobile websites are certainly the way to go. Content Management Systems like WordPress, Drupal and Joomla! make it fairly easy to enable the mobile website feature on the backend of a website.

3. The Start-up Costs and the Return on Investment

Cost is a factor that should be considered when weighing the pros and cons of using a mobile app vs. mobile web. Of course, cost takes different forms. There’s the education factor and then the dollar amount.

If you’re already building a website (especially on one of the popular CMS platforms) then it’s relatively easy to activate the mobile website element. In the long-term mobile websites typically cost less and are easier to maintain. When a change is made to the parent website a change is also made to the mobile website.

Contrast the mobile website with the mobile app.  With a mobile app you are limited when it comes to the do-it-yourself option.  As well, a mobile app that works on an iPhone will not work in its particular form. To put it to you another way, you’ll need a developer to produce an app for each device. And if you want to update the mobile app then you’ll need to work with a developer to do so.

The Takeaway

The Idea Mobile App Mobile Web
The Basics Produced for a specific task (Angry Birds). Smaller version of your website (CNN Mobile).
Your Audience Reaching the masses. Targeted/Niche audience.
User’s Experience Specific Task (Games, entertainment, device utilities….) Delivering content including services and information.
Start-up, ROI Easy to activate off popular CMS platforms.
Not expensive to maintain overtime.
Each mobile device needs to have its own mobile app.
Can be expensive to change app overtime.

Mobile Website

Mobile Website

Your Audience

Your Audience

Mobile App
Mobile App


Johann Lohrmann
The Useful Research Blog | Effective research that you can use.

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Filed under Atlanta, CNN, Marketing, SEO, Sources

Top 10 Reasons Why You Need Market Research

1. The Age. This is the information age. You need information to do your job. Without information, you’re driving in the dark. Without headlights. And that’s dangerous.

2. The Right Information. You need access to the right information. Just because it’s online doesn’t mean it’s accurate. Market Research sifts through the information overload and the clutter. It brings you closer to your goal.

Atlanta Market Research Imagination

Atlanta Market Research Imagination

3. Pity the Imagination. The information you think is right may not be. Use your imagination as a part of the creative process. Use Market Research to drive your business.

4. Where’s your Audience? You won’t find your audience by simply declaring you’re open for business. How do you know where your audience lives? You have to ask. And a Market Researcher knows how to ask.

5. The Resources. A Market Researcher has accesses to public, private and pay for information databases, archives and analytical tools. We’ve already navigated through the mining field. That’s one of our strengths. This means you can now fully focus on your strengths and grow your business.

Atlanta Market Research Resources

Atlanta Market Research Resources

6. Your Imaginary Moving Targets. How do you know what to shoot for if you don’t have a baseline? Market Research provides a baseline, benchmark and a target. Otherwise, any path will take you there. And the last thing you need is to wander around the forest alone.

7. Reach Your Audience. Your clients want to know that you think of them beyond a payment plan. Understand your client’s market place, help them grow and they’ll stay with you. Market Research knows your client’s industries and their verticals as well. After all, solutions from one industry can apply to others.

8. Show You Care. It’s easy to collect a paycheck or two. Show that you really care about your clients by caring about their market space.

Atlanta Market Research Your Path

Atlanta Market Research Your Path

9. Strengthen Your Position. When you know your market then you can increase awareness about your market. That means your advertising, web pages, social media, blogs and your community outreach gets stronger and better.

10. Know Where You’ve Been. Anticipate where you’re going. Market research gives you insight to where you, your industry and your competition have been. When you know where you’ve been you’ll be able to spot the patterns for the future.

Do you need Market Research? Are you sure that it’s effective and increasing your bottom line?

Johann Lohrmann Director of Research
Bringing Research to Life for Businesses

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Filed under Atlanta, creativity, imagination, Marketing, Research, Resources, Strategy

Even the Turtles Understand the Power of Research

Mr. Turtsle understands the power of research. Do you?

Mr. Turtsle

Mr. Turtsle

Mr. Turtsle

Mr. Turtsle

Mr. Turtsle

Mr. Turtsle


Johann Lohrmann
Director of Research
Bringing Research to Life for Businesses


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Filed under Balance, creativity, curiosity, Curious, Marketing, Research

Mythdom & Kool-Aid

In the Land of Mythdom….

There is a popular notion that if you help people tell their story that they will want to do business with you. Storytelling and engaging customers are buzzwords of the day. There is a problem. What if your customers don’t respond to the latest catchphrases or shibboleths? What if your customers don’t want the Kool-Aid you’re selling?

Not all clients are the same. Some clients are more responsive and willing to trust your expertise. But other clients need to know why your expertise is important and how it can help them.

Get to know your clients. Listen to them and ask questions.

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Filed under Career, Customers, Lesson, Marketing, SEO, Strategy

A Shift in Thinking

What do you think of when you hear the words Creativity & Technology. In college, one is registered under the humanities and the other is in sciences. The buildings are on separate sides of the campus.

We are told that creative people have to sit in a particular corner. Science and technology people are told the same thing. ‘Sit here in your market and don’t move’.

Think about the implications of that. What if you could combine technology with creativity? How would that change your perspective on creativity and technology.? Take a minute to think about this today.

Johann Lohrmann

Communications | Research & Development | Analysis | Technical Writing | Documentary Production

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Filed under Atlanta, Career, creativity, curiosity, documentary, imagination, Marketing, Myths

SEO & Basic Research

Both of my parents were teachers and that is something that I find enjoyable. I recently led the in-house team on how to successfully conduct research and what effective research looks like.

Now, research without its application is simply a time-filler. This is my presentation on how to successfully use research with best SEO practices. Be sure to take a look at the Research Myths. To see my presentation, simply click on Arc SEO & Research. Enjoy it and let me know what you think.

Arc SEO & Research


Johann Lohrmann

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Filed under Atlanta, Career, Marketing, SEO

Customers. Customers. Customers.

Chef Gordon Ramsay is the celebrity chef judge on the popular TV show, Hell’s Kitchen. Hell’s Kitchen is a cooking competition show. He’s no stranger to television and in fact his Kitchen Nightmares series has proven to be exceptionally popular throughout the UK and the US.

Kitchen Nightmares features Chef Ramsay’s visit to mom and pop type restaurants and pubs. These restaurants are on the verge of collapse. At stake are businesses, livelihoods and even the risk of losing a home. Everything is on the line. Chef Ramsay speaks to the owners and reminds them of what it means to serve others. Most of the folks listen. Some don’t.

One gentleman owner is having a particularly hard time understanding what Chef Ramsay wants to accomplish. The gentleman is stubborn. And then three magic words are uttered. Customers. Customers. Customers.

Customers always come first. Before anything else. They are your bread and butter. They put money in your pocket and can take it out just as quickly. Every action, every thought should be from the perspective of the customer. The question that needs to be asked is, ‘how will this benefit our customers?’

Chef Ramsay understands that customers improve your business. They make you better. They make you stronger. They are not here to annoy you. You are here to serve them. A company exists to serve others. Something amazing happens when service becomes a priority. Egos are left at the door. Productivity increases, as do the profits. Customers. Customers. Customers.

Johann Lohrmann

9 July 2008 ©

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Filed under business, Chef Ramsay, Customers, Marketing