The article's hypothesis is simple: You can't make the right decision without the right information. In the case of making mission-critical decisions on anti-counterfeiting strategies, the author posits that many brand owners often rely on "inexact information gathered via imprecise methodology" – a reference to traditional market survey methods of engaging customers at point-of-sale locations.

The author instead recommends a more scientific –and proven – methodology. And this is the heart of the article. Faulty Towers takes you through the step-by-step process of diagnostic market surveys, the various tools involved (including the physical collection and lab analysis of empty packs from specified locations), the quality assurance levels that have to be maintained, the high-tech inventory capabilities that are deployed and more. It is easy to appreciate how this method can help you truly understand your market trends and your customers' buying behavior.

To complete the picture, the author also includes a case study in which diagnostic market surveys were used by a leading multinational tobacco company in Portugal, Spain and southwestern France. The surveys provided detailed information of how much of the tobacco product were counterfeited – including when, where and how – and gave the tobacco multinational the facts it needed to focus its brand protection efforts.

Faulty Towers is a must-read for all those who want to protect their brands and their market shares. To read the entire report, click here.

About the author:

Rafael Tzur is Intelligence and R&D Director at MSIntelligence™, an independent provider of quality business intelligence which has supplied comprehensive and actionable data to international regulatory agencies, multinational brand owners and manufacturers in more than 70 countries. MSIntelligence is an auxiliary of the BPIntelligroup.