Objective, accurate and actionable consumer intelligence means the force is with you, for it is widely regarded as the soul of business. But market research companies have to themselves evolve and be in ship shape with respect to the environment in order to stay relevant to their clients. B&E’s sister publication 4Ps B&M undertook a survey on India’s best market research companies, which provides an exclusive insight on the top research firms that make the cut. And surprisingly so, Nielsen isn’t one of them!
For every aspect of marketing we look at, market research is viewed as the logical starting point, and also the end game. Research gives you the input on how you develop your entire market action plan, and let you know about the outcome, thereby helping you plan for the next cycle.
On that very promise, market research has to be one of the most essential investments to make for an organisation. But do companies always understand and appreciate this fact in practice? Or do they believe more in the Jack Welch diktat of being ‘straight from the gut’? While it’s far from being a black and white debate, market research has been alluded to by many industry greats in the past, and not necessarily in the pleasant sense. Henry Ford once famously said, “If I had asked my customers what they wanted, they would have asked for a faster horse!”
There were a number of beliefs that Henry Ford had that were relevant for his time, but aren’t relevant today. But there is one fact that would be hard to ignore even today. In short, though customers look for value maximisation always, it isn’t necessary that they know their value maximiser proposition themselves, despite getting smarter by the day. So can you rely on your own customer when you formulate your market research strategy? One can argue that if customer intelligence was the only criteria, a number of breakthrough innovations, like the iPod would never have come into being. In fact, Apple consistently abides by an aversion to market research to date, just like Infosys in India has an aversion to advertising. Steve Jobs once quoted to Fortune, “We do no market research. We don’t hire consultants.”
For every aspect of marketing we look at, market research is viewed as the logical starting point, and also the end game. Research gives you the input on how you develop your entire market action plan, and let you know about the outcome, thereby helping you plan for the next cycle.
On that very promise, market research has to be one of the most essential investments to make for an organisation. But do companies always understand and appreciate this fact in practice? Or do they believe more in the Jack Welch diktat of being ‘straight from the gut’? While it’s far from being a black and white debate, market research has been alluded to by many industry greats in the past, and not necessarily in the pleasant sense. Henry Ford once famously said, “If I had asked my customers what they wanted, they would have asked for a faster horse!”
There were a number of beliefs that Henry Ford had that were relevant for his time, but aren’t relevant today. But there is one fact that would be hard to ignore even today. In short, though customers look for value maximisation always, it isn’t necessary that they know their value maximiser proposition themselves, despite getting smarter by the day. So can you rely on your own customer when you formulate your market research strategy? One can argue that if customer intelligence was the only criteria, a number of breakthrough innovations, like the iPod would never have come into being. In fact, Apple consistently abides by an aversion to market research to date, just like Infosys in India has an aversion to advertising. Steve Jobs once quoted to Fortune, “We do no market research. We don’t hire consultants.”
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles
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