What If Market Research Says “No”?
December 10, 2012 Leave a comment
Being a numbers guy, I look at the analytics and data of my website and blog on a fairly regular basis. One of the things I always look at is the “search engine terms” section on my site stats to see how people are organically getting to the site and blog. One day last week, I saw the phrase “if market research says no” as one of the search terms. After doing a few moments of digging, the original person who searched these terms on my blog went to this posting. However, I am sure, it has little to do with what I think they were looking for.
When I meet with someone for the first time to talk about market research, I talk about the possibility of what happens when the research comes back to tell them that “their baby is ugly” and that they should not proceed with the opportunity that they are pursuing.
Sometimes it happens.
Research is used to not only confirm the direction that you are headed is the right one. It is also to let you know when you are headed in the wrong direction. Sometimes the research shows that a slight change in course is all you may need. However, sometimes, it is a 180° from where you were going and you need to stop going the direction you were going.
At times market research will say “no” to that project, new product, or the service you are looking at offering. If that happens, it does not mean that what you were wanting to do has to be done. Take a look at the data that you get from the research. From there you will likely find something that can spur your next innovation or idea.
–J. Nolfo helps companies understand their market and customers though a variety of market research strategies. He has over ten years of experience of market research for strategic planning purposes. He is the Director of Research at Rhino Market Research. He shares his thoughts about market research and business concepts with his blog “Pensare…Understanding Market Research in Business“. If you would like to discuss this blog or how J. can help you understand your market and customer needs, email him at firstname.lastname@example.org.