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“Market Research” doesn’t work? Chikafuji, Ryu June, 2013

Market research doesn't work?

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Page 1: Market research doesn't work?

“Market Research”doesn’t work?

Chikafuji, RyuJune, 2013

Page 2: Market research doesn't work?
Page 3: Market research doesn't work?

Market Research works to evaluate the performance such as:

Page 4: Market research doesn't work?

Advertising Channels:

- Web- Social Media- Mobile- TV- Radio- Signage- ...

Page 5: Market research doesn't work?

Distribution Channels:

- Wal-Mart- Target- Costco- Walgreens- CVS- Lucky- ...

Page 6: Market research doesn't work?

It also works to estimate things such as:

Page 7: Market research doesn't work?

Production Ratio:

Color variation

30% 5% 10% 20%15%15% 5%

Size variation16GB 32GB 64GB50% 30% 20%

XXX variation...

Page 8: Market research doesn't work?

Shipping Ratio:

15%

5%

12%

Dealer A:Dealer B:Dealer C:...

7%3%2%

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Of course, it works to find out negative points of an existing product.

Page 10: Market research doesn't work?

However,

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If I had asked people what they wanted, they would have said “faster horses”

– Henry Ford(Ford Motor founder)

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Market research is what you do when your product isn’t any good.

– Edwin Land(Polaroid founder)

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Market research doesn’t work for new products.

– Soichiro Honda(Honda Motors founder)

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A lot of times, people don’t know what they want until you show it to them.

– Steve Jobs(Apple co-founder)

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Don’t do market research - it will either tell you what you already know, or put you off all together.

– James Dyson(Dyson founder)

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Running a company on market research is like driving while looking in the rear view mirror.

– Anita Roddick(The Body Shop, founder)

Page 17: Market research doesn't work?

Market Research Works for

Page 18: Market research doesn't work?

Marketing Communications

Product CreationProduct Planning

Production / Shipping

Advertising / Distribution

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Marketing Communications

Here! (Evaluate)

Product CreationProduct Planning

Here! (Estimate)

Production / Shipping

Advertising / Distribution

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But, It DOESN’T Work for

Page 21: Market research doesn't work?

Marketing Communications

Product CreationProduct Planning

Production / Shipping

Advertising / Distribution

Page 22: Market research doesn't work?

Marketing Communications

Here! (Create)

Product CreationProduct Planning

Here! (Create)

Production / Shipping

Advertising / Distribution

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The public does not know what is possible, but we do.

– Akio Morita(Sony co-founder)

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What can we do forMarketing

Communications

Product CreationProduct Planning

?

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Carefully watch how people live, get an intuitive sense as to what they might want and then go with it.Don’t do market research.

– Akio Morita(Sony co-founder)

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It’s not the customer’s job to know what they want.

– Steve Jobs(Apple co-founder)

Page 27: Market research doesn't work?