This cartoon is part of a new series I developed with Motista to parody the state of traditional market research. Motista is giving away a signed print of this cartoon to everyone who shares a comment or suggests a cartoon idea at the Motista blog by August 2.
We’ve all been in launch discussions where market research seemed designed to C.Y.A. (cover your bum), not to provide real insight. As long as we tick the market research check list, we’re cleared for takeoff (and have something to blame if it doesn’t work out).
That approach can give us a false sense of security. Marketing involves leaps of faith because we never know exactly how a concept will fare until it’s live. But too often we’re flying blind.
Motista co-founder Alan Zorfas expands this topic on their blog: “An information gap persists, one we all experience, yet we don’t always see. And that’s why doubt and uncertainty lurk beneath the surface.”
Sven says
July 28, 2011 at 4:55 amPosting from Berlin, Germany, this example with the Hindenburg hits the spot. Too true!
Incredible that market research in any form still is not viewed as an absolute essential for a successful product or campaign.
Sharlene Sones says
July 29, 2011 at 10:00 amAwesome! My background is in product marketing and I’ve been there, experienced that (sadly). Topeka isn’t quite Cleveland, but close…. If I had a dime for every time I heard “responses from people in Cleveland, which best represent Middle America….” I’m not sure what’s worse: a limited discussion with a few people under the influence of group think OR hearing an overzealous product manager lead with insight from their focus group of one (“my son uses…my wife likes…”).
Scary and, indeed, really humorous! And it happens all the time…