A marketing research study usually asking consumers about their attitude, their behavior and and their opinion on many things. Problem is there are many instances that consumers are trying to rationalize their decision making and opinion, but yet we are all know that they are not a rational consumers.
Their rationale is mostly based on their experience or current knowledge. Hence if they asked about “new product to the market” (the product is totally new and no one actually seen it or taste it before) they will be difficult to give a proper answer or probably will answer based on the product category closest to it.
Rumors says that Kopiko did a study prior its launch, and the result come back with a “No Go” recommendation (do not know if it is true) and I do not know the method of the study.. its only a rumor OK… But I can understand if that consumer reject the idea coffee candy, because to them coffee should be hot and drank in the afternoon.
Luckily they follow their instinct and they now sold in many countries, one of the Indonesian pride
I am sure the consumers also difficult to see the idea of tea in the bottle if we did it prior Teh botol launch. Even Steve Jobs does not bother to do any marketing research prior its product launch. He probably knows that his new product is beyond what the consumer have in mind.
Am I suggesting that we do not use consumer research prior to launch? No, that is not it. Even though it is difficult, there are some ways to minimize the above problems, when researching a new product “to the market” it will be good to have the product ready, so the consumer can try or have experience with the product, when they have to make an opinion on the product they can based it on the real experience.
The new study method is also becoming more sophisticated, with some statistical analysis, we can separate which one is the rational answer and which one is not (i.e emotive factor). In the end, Marketing research is only a tool, if you really have confidence in your product, I think you should go for it.
You can read similar article here :http://vidinur.com/if-its-too-rational-it-doesnt-make-sense/
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