“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
(Dyso...
Running a company on market research is like
driving while looking in the rear view mirror.
– Anita Roddick
(The Body Shop...
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
Adverti...
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...
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 re...
It’s not the customer’s job to know
what they want.
– Steve Jobs
(Apple co-founder)
Market research doesn't work?
Market research doesn't work?
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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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