Best practice marketing would suggest that we should research what customers need and provide products or services to meet their needs. It’s interesting therefore that in the past couple of days I’ve received two questionnaires from marketing organisations asking questions like “If XXX Marketing were designing an app, what kind of content would you like to receive on it?” Isn’t this the wrong way round i.e. a product looking for a need? It’s easy to fall into the trap of thinking “we must have an App”, without considering whether it’s the right solution to help our customers. Could be an expensive mistake!