Market research doesn't work?
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Market research doesn't work?

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    Market research doesn't work? Market research doesn't work? Presentation Transcript

    • “Market Research” doesn’t work? Chikafuji, Ryu June, 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 variation 16GB 32GB 64GB 50% 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 Creation Product Planning Production / Shipping Advertising / Distribution
    • Marketing Communications Here! (Evaluate) Product Creation Product Planning Here! (Estimate) Production / Shipping Advertising / Distribution
    • But, It DOESN’T Work for
    • Marketing Communications Product Creation Product Planning Production / Shipping Advertising / Distribution
    • Marketing Communications Here! (Create) Product Creation Product 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 for Marketing Communications Product Creation Product 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)