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

3. Market Research works to evaluate
the performance such as:

4. Advertising Channels:
- Web
- Social Media
- Mobile
- TV
- Radio
- Signage
- ...

5. Distribution Channels:
- Wal-Mart
- Target
- Costco
- Walgreens
- CVS
- Lucky
- ...

6. It also works to estimate
things such as:

7. Production Ratio:
Color variation
30% 5% 10% 20%15%15% 5%
Size variation
16GB 32GB 64GB
50% 30% 20%
XXX variation...

8. Shipping Ratio:
15%
5%
12%
Dealer A:
Dealer B:
Dealer C:
...
7%
3%
2%

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

10. However,

11. If I had asked people what they wanted,
they would have said “faster horses”
– Henry Ford
(Ford Motor founder)

12. Market research is what you do
when your product isn’t any good.
– Edwin Land
(Polaroid founder)

13. Market research doesn’t work
for new products.
– Soichiro Honda
(Honda Motors founder)

14. A lot of times, people don’t know what
they want until you show it to them.
– Steve Jobs
(Apple co-founder)

15. Don’t do market research - it will either
tell you what you already know, or put
you off all together.
– James Dyson
(Dyson founder)

16. Running a company on market research is like
driving while looking in the rear view mirror.
– Anita Roddick
(The Body Shop, founder)

17. Market Research Works for

18. Marketing
Communications
Product Creation
Product Planning
Production / Shipping
Advertising /
Distribution

19. Marketing
Communications
Here! (Evaluate)
Product Creation
Product Planning
Here! (Estimate)
Production / Shipping
Advertising /
Distribution

20. But, It DOESN’T Work for

21. Marketing
Communications
Product Creation
Product Planning
Production / Shipping
Advertising /
Distribution

22. Marketing
Communications
Here! (Create)
Product Creation
Product Planning
Here! (Create)
Production / Shipping
Advertising /
Distribution

23. The public does not know what is possible,
but we do.
– Akio Morita
(Sony co-founder)

24. What can we do for
Marketing
Communications
Product Creation
Product Planning
?

25. 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)

26. It’s not the customer’s job to know
what they want.
– Steve Jobs
(Apple co-founder)