a introductory lecture on the topic market research
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a introductory lecture on the topic market research
- 7. Marketing Research Stories How to ask the right questions and interpret the responses
- 8. Asking is easy. The hard part is knowing what to do with the answer. When you ask people for their thoughts and feelings: How do you choose who to listen to and who to ignore? How do you resolve conflicting and contradictory responses? How do you even know if the people you are asking are telling you the truth? How do you use the answers to make good decisions rather than bad?
- 11. It’s only natural to ask people what they think. It is not possible to create, build, launch or do something of value without asking your customers for their opinion. So what’s the problem? we get confusing feedback, mixed messages, and unreliable responses,
- 12. Understanding ‘Words are illusions’ Bodhidharma: Founder of Zen Buddhism
- 13. When we ask people what they think, the focus on our idea creates an illusion of interest. They have only engaged because we have asked them to.
- 14. A smoker would only connect with the concept because they have been asked to read it.
- 15. What people think of our ideas is not what matters most. It is what we do with the answer that counts.
- 17. When we ask people what they think of our ideas, we rarely have just the one big question in mind. Typically, we want to know the following: Appeal: Do you like my idea? What do you like about it? What don’t you like? Purpose: What is the point of my idea? What does it do? What needs does it fulfil? Relevance: Can you relate to the idea? How does it fit into your life? What does it mean to you? Impact: Does my idea stand out? Is it distinctive? Clarity: Do you understand the idea? Belief: Is it credible? Will it do the job? Personality: How does my idea come across? What are its values? How would you describe it? Desire: Do you want my idea? Do you find it motivating? Would you buy it?
- 18. Appeal What do you think of my idea? Do you like it? What do you like about it? What don’t you like?
- 20. “To be honest, I think the real reason I don’t like it is because it doesn’t fit with how I feel about Paralympians. I don’t think they’re as great as able-bodied athletes and that’s not right. I still don’t like the sci-fi thing, but this idea makes the Paralympics sound amazing. I can’t wait.”