Yesterday I visited the Marketing Week ‘Insight Show’ at London’s Olympia Exhibition Centre. I was underwhelmed. For the most part the market research companies who were exhibiting were pedalling the same old methodologies in the same old ways – all the stuff that doesn’t really work but makes companies feel better. A number of firms were presenting themselves as excellent at helping clients with innovation: I’m not convinced that this is something market research can help with: as Henry Ford said, “If I’d asked people what they wanted they would have said a faster horse.” Or perhaps they would have said they wanted the same horse cheaper. I have no problem with talking to consumers – it’s a very worthwhile thing to do: there’s a small chance that one person might say something that sets an idea off in your head and leads to create something amazing. But the problem with […]
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