17 Oct '11, 1pm

To Research Or Not To Research?

To Research Or Not To Research?

P&G researchers study customers where the action truly is (courtesy of Science in the Box ) Marketing research is a huge cannon in any marketer's arsenal. Or is it? The weapons of choice? Street surveys, focus group discussions, straw polls, online surveys, telephone interviews, and behavioural observations. Supplement these with secondary (desktop) research findings published by research houses and voila! , you'll have the makings of a great marketing strategy. Consider this. Apple, the much vaunted global brand founded by Steve Jobs (R.I.P.), doesn't conduct focus groups prior to launching its new products. Henry Ford, the inventor of the automobile, has also famously said that “if I gave people what they said they wanted, I would have made a faster horse”. Often, the wellsprings of innovation, creativity and out-of-the-box thinking isn't found in consumer research. Aski...

Full article: http://coolinsights.blogspot.com/2011/10/to-research-or-n...

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