Research Topics

Why Do Research? - You Are Not Your Consumer #2

In our last blog we stated that it is important when doing research to do quantitative work to get a cross –section of consumers demographically.  Put another way, you are not your consumer.  Most of the management teams we work with are better educated (often MBA’s or MFA’s) who are older and more affluent than their target consumers.  As stated previously they have a higher level of awareness and understanding of the category than their target consumers.  However, they very likely also have greater purchasing power and probably a higher level of taste than those consumers as well.

Why Do Research? - You Are Not Your Consumer #1

Most of our clients are really into their products.  They are proud of them and take them home and use them and are happy to extol their virtues to anyone who will listen.  That’s great, it should be that way.  We should all take pride in what we do, especially if our jobs provide consumers with great products that delight with their performance. 

Why Do Research? – The Three Biggest Hesitations

When we talk with prospective clients we sometimes hear hesitations to research like “we aren’t sure of the value/return of research” or “we can’t afford to do research” or “our development time tables are too tight to permit us to do research”.  Our general comment to all of these remarks is that YOU CAN’T AFFORD NOT TO CONDUCT RESEARCH.  Let’s explore each of these objections.




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