Thoughts on the Value of Market Research.

In the obituaries for Steve Jobs of Apple, you may have read of his disdain for market research. This is how The New York Times put it:

Mr. Jobs’s own research and intuition, not focus groups, were his guide. When asked what market research went into the iPad, Mr. Jobs replied: “None. It’s not the consumers’ job to know what they want.”

So what are all of us market researchers to make of this? Is there really no value in our discipline?

First, let’s be clear — Apple does have a market research department. I’ve known people who work there, and they’re actively engaged in understanding the consumer, uncovering consumer insights and measuring customer satisfaction after transactions (purchases, repairs, support calls). Earlier this year Apple launched Apple Customer Pulse — an online community of Apple product users who provide input on a variety of subjects and issues concerning Apple.

What I think Steve Jobs meant is a different concept – although it is a very important one. Consumers are very good at identifying what they like and don’t like, whether in commercials, product design, customer service or any number of other topics. Talking to consumers is a great way to uncover unmet needs and “pain points.” And they tell us without words, in the ratings, when they start or stop consuming our content.

What consumers are not good at is coming up with the ideas and innovations themselves. An example is Swiffer. Consumers told P&G market researchers that they found wet mopping tedious, messy and time-consuming. P&G invented the product in response to those needs.

So yes, I believe Market Research plays a critical role in understanding consumers. But it’s our responsibility – not the consumers’ – to be innovative and creative in meeting their needs.

I’d be interested in hearing your thoughts on this topic.

By Elizabeth Ellers – Univision Insights Blog