Market Research or Marketing Rubbish

Proof, evidence, business case, returns - if yes go ahead. A marketing idea must pass many clearances before it sees the light of day (of that we shall speak another day). Evidence typically means consumer research of one form or another - and this research forms a solid base for what should be done, or not done or progressed. It's a lesser-notice, lesser-credited but key piece of the marketing process.

However, the field has not seen much progress - almost 95% of the research methodology is based on the assumption that consumers know exactly what they want, and what they don't have and sometimes even makes the fatal assumption that they are truthful and will share their honest point of view. What we need are more insightful techniques that can really mine what people think - rather than simply what can be unearthed with some good probing.For e.g. if the task is to understand why women like a clothes brand viz. another - there will be reasons like designs, affordability,quality, trusted recommendation which are of course all correct.. but the most critical reason maybe what she thinks it transforms her into, what it makes her believe about herself, what it means she is declaring to the world about herself. Today with the absence of the science of market research really having progressed, the business depends totally on the skill of the researcher, this needs to change.