You cannot research yourself to glory
Jerry Zaltman argues that most moderated research “adresses at a surface level what consumers think about what managers think consumers are thinking about.”
In How Customers Think, Zaltman references HBS professor Rohit Deshpande, whose study found that “over eighty percent of all market research serves mainly to reinforce existing conclusions, not to test or develop new possibilities.”
(Wipperf?ɬºrth “Brand Hijack”, p. 175 & p.177)
Which is exactly the reason why focus groups digging for game changing consumer insights must fail most of the time.
0 Comments