What's the biggest problem with traditional market research? You cant believe what people say. It's not that people intentionally lie during surveys and focus groups; it's that they try too hard to please. When asked about their interests and preferences, they tend to give answers they believe the questioner wants to hear. This is because people respond with their cerebral cortexes, the part of the brain that controls intelligence, rather than emotion or instinct. Their answers are the product of deliberation. In most cases, however, they aren't saying what they feel. One of the greatest focus-group flops of all time: New Coke, the overly sweet beverage Coca-Cola introduced in 1985. General Motors' late-'90s Cadillac line is another example. Relying on traditional market research, GM introduced a series of plain Caddies with improved gas mileage and high safety ratings. They barely sold.
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