erik lundegaard

Thursday November 10, 2011

Market Research: Product Planning Based on the Opinions of Schoolgirls

What's wrong with Market Research? Plenty according to IT consultant, author and developer Isseki Nagae (in translation from the Japanese):

Large advertising companies have long invested huge sums of money in conducting studies based on research, customer surveys and interviews. I myself have participated in such studies. At the big advertising agencies they round up users and market to them as reps from the manufacturing companies watch, sometimes through one-way mirrors. Iíve heard of some companies that go so far as to base their product planning on the opinions of schoolgirls. Will this type of planning seriously result in a hit product? I don't think so, and ... neither did Steve Jobs. Iíve actually been to many of these marketing focus groups, and I can tell you that no great ideas come of them.

He then quotes Steve Jobs on the matter:

Itís not the consumersí job to know what they want.


Itís really hard to design products by focus groups. A lot of times, people donít know what they want until you show it to them.

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Posted at 06:50 AM on Thursday November 10, 2011 in category Market Research  
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