In psychological terms, context is almost everything. Much as we like to think that we know how we will act and react in a given situation, without the richness of...
With my book Consumer.ology now published I’m starting to hear back from people who have heard about it, read it or read or heard an article or interview about it.
One of the very positive upsides to this is that more people are starting to share their stories of market research getting it wrong.
Whilst I managed to unearth a good number of examples for the book, the fact is that it’s not really in anyone’s interests to publicise occasions when money spent on research was wasteful. Occasionally there’ll be times when someone’s decision was vindicated and they’ll speak about it, but often the people making the final decision are also the ones who have decided to spend several thousand pounds on research, and choosing to ignore it doesn’t reflect particularly well on that decision even if it’s the right thing to do!
One reader contacted me to tell me about the conclusions of a focus group for a beer that was being tested with consumers in the UK, with a view to importing it.
The conclusions from the research were that the beer was “weak”, “watery”, “gassy”, “… like kissing your sister!”. It certainly wasn’t a real man’s beer.
However, the autocratic head of the business decided to push ahead with launching the beer in the UK. His name was August A. Busch III; you may have seen the product around here in the UK since then… it’s called Budweiser.
If you have any market research stories you would like to share, please do get in touch (philip(at) philipgraves.net)