Focus On Figures:

The Use – And Misuse – Of Market Research

Michael K. Norris Senior Analyst/Simba Information

Editor/Book Publishing Report

Topics Of Interest

• How To Destroy Your Business By Misusing Market Research

• How To Use Market Research To Make Informed Decisions And Gain A Competitive Edge

Mistake No. 1

• Not Using An Independent Source

Mistake No. 2:

• Seeking Out Only A Certain Finding

Ask Me No Questions…

DON’T ASK:

• “Why Are Licensed Titles The Hottest Growth Area For Your Company?”

DO ASK:

• “To What Extent Do You Publish Licensed Titles?”

• “How Does Your Licensed Book Program Compare To Last Year?”

Mistake No. 3:

• Oversimplifying The Findings

Title Output By Category

Category New Title Output 2004

New Title Output 2003

% Chang

e

Biography/Autobiography

5,861 7,706 -23.9%

Business 4,782 5,399 -11.4%

Computers 7,933 10,329 -23.1%

Cooking 3,107 2,936 5.8%

Graphic Novels 2,166 1,683 28.6%

Religion/Inspirational 11,658 10,343 12.7%Source: R.R. Bowker’s Books In Print

Mistake No. 4:

• Not Putting Data Into A Historical Context

Est. Business Book Revenue(in millions, U.S.$)

$845.1

$828.6

2005(P) 2004

Source: Business Of Consumer Book Publishing, 2005

Est. Business Book Revenue(in millions, U.S.$)

$845.1$828.6

$817.2$833.9

$911.0

2005(P) 2004 2003 2002 2001

Source: Business Of Consumer Book Publishing, 2005

Mistake No. 5

• Not Using Research To Balance Short-Term Strategies With Long-Term Growth Plans

Final Point…

Research Should Guide Business Decisions, Not Make Them