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“Market Research”doesn’t work?
Chikafuji, RyuJune, 2013
Market Research works to evaluate the performance such as:
Advertising Channels:
- Web- Social Media- Mobile- TV- Radio- Signage- ...
Distribution Channels:
- Wal-Mart- Target- Costco- Walgreens- CVS- Lucky- ...
It also works to estimate things such as:
Production Ratio:
Color variation
30% 5% 10% 20%15%15% 5%
Size variation16GB 32GB 64GB50% 30% 20%
XXX variation...
Shipping Ratio:
15%
5%
12%
Dealer A:Dealer B:Dealer C:...
7%3%2%
Of course, it works to find out negative points of an existing product.
However,
If I had asked people what they wanted, they would have said “faster horses”
– Henry Ford(Ford Motor founder)
Market research is what you do when your product isn’t any good.
– Edwin Land(Polaroid founder)
Market research doesn’t work for new products.
– Soichiro Honda(Honda Motors founder)
A lot of times, people don’t know what they want until you show it to them.
– Steve Jobs(Apple co-founder)
Don’t do market research - it will either tell you what you already know, or put you off all together.
– James Dyson(Dyson founder)
Running a company on market research is like driving while looking in the rear view mirror.
– Anita Roddick(The Body Shop, founder)
Market Research Works for
Marketing Communications
Product CreationProduct Planning
Production / Shipping
Advertising / Distribution
Marketing Communications
Here! (Evaluate)
Product CreationProduct Planning
Here! (Estimate)
Production / Shipping
Advertising / Distribution
But, It DOESN’T Work for
Marketing Communications
Product CreationProduct Planning
Production / Shipping
Advertising / Distribution
Marketing Communications
Here! (Create)
Product CreationProduct Planning
Here! (Create)
Production / Shipping
Advertising / Distribution
The public does not know what is possible, but we do.
– Akio Morita(Sony co-founder)
What can we do forMarketing
Communications
Product CreationProduct Planning
?
Carefully watch how people live, get an intuitive sense as to what they might want and then go with it.Don’t do market research.
– Akio Morita(Sony co-founder)
It’s not the customer’s job to know what they want.
– Steve Jobs(Apple co-founder)