Rules of Research Are Not Majority Rules

• April 14, 2009
• Posted by Kara Schwab
• filed in Market Intelligence

1 comments

Everyone in marketing knows good research can help to build a brand. But what so many fail to realize is that not all research is good. Many marketers set out to test a theory. Essentially, they’re looking to see how many people they can get to agree with one of their hypotheses. Asking consumers to pick a favorite in a vacuum is dangerous. That is using research, like David Ogilvy once wrote, “as a drunkard uses a lamp post for support, rather than for illumination.”

Misusing research is a waste of a brand’s dollars. If you’re a middle market brand, you don’t have single dollar to waste.

testing, research, focus groups