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Market research doesn't work?

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Market research doesn't work?

  1. 1. “Market Research” doesn’t work? Chikafuji, Ryu June, 2013
  2. 2. Market Research works to evaluate the performance such as:
  3. 3. Advertising Channels: - Web - Social Media - Mobile - TV - Radio - Signage - ...
  4. 4. Distribution Channels: - Wal-Mart - Target - Costco - Walgreens - CVS - Lucky - ...
  5. 5. It also works to estimate things such as:
  6. 6. Production Ratio: Color variation 30% 5% 10% 20%15%15% 5% Size variation 16GB 32GB 64GB 50% 30% 20% XXX variation...
  7. 7. Shipping Ratio: 15% 5% 12% Dealer A: Dealer B: Dealer C: ... 7% 3% 2%
  8. 8. Of course, it works to find out negative points of an existing product.
  9. 9. However,
  10. 10. If I had asked people what they wanted, they would have said “faster horses” – Henry Ford (Ford Motor founder)
  11. 11. Market research is what you do when your product isn’t any good. – Edwin Land (Polaroid founder)
  12. 12. Market research doesn’t work for new products. – Soichiro Honda (Honda Motors founder)
  13. 13. A lot of times, people don’t know what they want until you show it to them. – Steve Jobs (Apple co-founder)
  14. 14. Don’t do market research - it will either tell you what you already know, or put you off all together. – James Dyson (Dyson founder)
  15. 15. Running a company on market research is like driving while looking in the rear view mirror. – Anita Roddick (The Body Shop, founder)
  16. 16. Market Research Works for
  17. 17. Marketing Communications Product Creation Product Planning Production / Shipping Advertising / Distribution
  18. 18. Marketing Communications Here! (Evaluate) Product Creation Product Planning Here! (Estimate) Production / Shipping Advertising / Distribution
  19. 19. But, It DOESN’T Work for
  20. 20. Marketing Communications Product Creation Product Planning Production / Shipping Advertising / Distribution
  21. 21. Marketing Communications Here! (Create) Product Creation Product Planning Here! (Create) Production / Shipping Advertising / Distribution
  22. 22. The public does not know what is possible, but we do. – Akio Morita (Sony co-founder)
  23. 23. What can we do for Marketing Communications Product Creation Product Planning ?
  24. 24. 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)
  25. 25. It’s not the customer’s job to know what they want. – Steve Jobs (Apple co-founder)

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