"If I'd asked my customers what they wanted, they'd have said a faster horse."
- Henry Ford
Is it worth doing research? Asking your target what they think about your product, your ad campaign and your idea? In some cases, research gives you an important gut-check - the campaign is to complicated, to annoying or two dry. In others, it can throw you off; respondents only focus on the minor details, clients become scared with mediocre results and - suddenly - you're back to the drawing board.
Some iconic brands - Apple, Nike and Starbucks to note a few - denounce research and choose to pursue their own path. Others like P&G use an almost formulaic code to ensure that every one of their communications resonates with their target.
Is there a truly correct way? Certainly not. But quotes like this from product innovators can make researchers think about the validity of their results.
Thanks to BK for the quote -
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