don’t ask your customers what they want

THEY CAN’T – IT IS YOU JOB TO WORK THAT OUT Steve Jobs once, or perhaps more than once, expressed concern about the value of market research – suggesting that there is no point in asking consumers what they want because they rarely if ever know. He argued that marketing research was of limited value […]

THEY CAN’T – IT IS YOU JOB TO WORK THAT OUT Steve Jobs once, or perhaps more than once, expressed concern about the value of market research – suggesting that there is no point in asking consumers what they want because they rarely if ever know. He argued that marketing research was of limited value in identifying innovation opportunities. Despite being a big fan of marketing research I would argue that Steve Jobs was 100% correct. Indeed there is plenty of research demonstrating that consumers and people and general find it very difficult to identify what they will want into the future and indeed what they might pay for it. Before going on, let me explain the difference between market and marketing research. Market research involves developing an understanding of the market as it is today. Marketing research is about understanding opportunities and problems and the actions that might be…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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