“Market Research”doesn’t work?

Chikafuji, RyuJune, 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 variation16GB 32GB 64GB50% 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 CreationProduct Planning

Production / Shipping

Advertising / Distribution

Marketing Communications

Here! (Evaluate)

Product CreationProduct Planning

Here! (Estimate)

Production / Shipping

Advertising / Distribution

But, It DOESN’T Work for

Marketing Communications

Product CreationProduct Planning

Production / Shipping

Advertising / Distribution

Marketing Communications

Here! (Create)

Product CreationProduct 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 forMarketing

Communications

Product CreationProduct 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)