{"id":1177,"date":"2023-12-12T06:11:27","date_gmt":"2023-12-12T06:11:27","guid":{"rendered":"https:\/\/brandbazooka.com\/?p=1177"},"modified":"2024-05-01T08:29:46","modified_gmt":"2024-05-01T08:29:46","slug":"is-all-research-bunk","status":"publish","type":"post","link":"https:\/\/www.brandbazooka.com\/blog\/is-all-research-bunk","title":{"rendered":"Is All Research Bunk?"},"content":{"rendered":"<div>\n<p class=\"mt-4 blog-p mb-0 text-center text-md-left text-lg-left\">Going by a few pre-election polls in 2015, it\u2019s the BJP government that is ruling Bihar today. This is not the only time opinion polls and market research have got things completely wrong.<\/p>\n<p>&nbsp;<\/p>\n<p>In fact, there are instances when marketers have got into trouble when they took market research seriously. Coca Cola lost millions when they launched New Coke in the eighties. The history of marketing and advertising is replete with such examples of research gone wrong.<\/p>\n<p>&nbsp;<\/p>\n<div><iframe id=\"fitvid0\" style=\"width: 725px; height: 400px;\" src=\"https:\/\/www.youtube.com\/embed\/TqvTMPY8Q_8\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p class=\"mt-4 blog-p text-center text-md-left text-lg-left\">There are several cases when the research was ignored and it turned out to be the right decision. If the research was given any heed, the film Star Wars (the original, not the sequels\/prequels) would have never got made. Henry Ford, the pioneer in car manufacturing famously remarked, \u201cIf I had asked people what they wanted, they would have said faster horses.\u201d<\/p>\n<p class=\"mt-4 blog-p text-center text-md-left text-lg-left\">What could possibly go wrong with research? In science, there\u2019s a term called \u2018observer effect\u2019 that states that the act of measuring alters the phenomenon that\u2019s being measured. For instance, checking the pressure of an automobile tyre lets off some air, thereby changing the pressure. It\u2019s possible that merely asking people their opinion by itself might make them change their point of view.<\/p>\n<p class=\"mt-4 blog-p text-center text-md-left text-lg-left\">Perhaps we are attributing complex reasons to what is essentially human error and sloppiness. It\u2019s likely that often the methodology followed by researchers is faulty and questionable.<\/p>\n<p class=\"mt-4 blog-p text-center text-md-left text-lg-left\">Or maybe, it\u2019s about how one reads the data and forms conclusions. Every year, immediately after the annual readership survey, the two leading newspapers in the national capital region take out advertisements, both claiming to have more readers. If one can interpret survey reports so creatively, imagine the fate of data from market research.<\/p>\n<p class=\"mt-4 blog-p text-center text-md-left text-lg-left\">Today market researches use behavioral psychology, Big Data, and cutting-edge statistical tools. Instead of asking straight questions, they try to wheedle out responses through subtle tactics. (\u201cIf your neighbor drives Car X, which school do you think his child goes to?\u201d)<\/p>\n<p class=\"mt-4 blog-p text-center text-md-left text-lg-left\">However, as election poll predictions and brand launch failures have demonstrated time and again, the research results are as error-prone as ever.<\/p>\n<p class=\"mt-4 blog-p text-center text-md-left text-lg-left\">So is research something your brand can do without? Well, to be fair there are cases when research can come in quite handy. The trick is to temper the findings with your own gut instinct, judgment, and experience.<br \/>\nThe best of account planners in the industry employ research, but they do not slave to it. They observe people, study their behavior and unlock insights, and rightly ignore research if they have to.<\/p>\n<p>It is worth remembering what David Ogilvy said about research, \u201cI notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post \u2013 for support, rather than for illumination.\u201d<\/p>\n<p>Use market research judiciously, and know when to discount it.<br \/>\n<a class=\"text-decoration-none\" href=\"https:\/\/www.brandbazooka.com\/services\/social-media-marketing-agency.html\">Best Digital Marketing Agency<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Going by a few pre-election polls in 2015, it\u2019s the BJP government that is ruling Bihar today. This is not the only time opinion polls and market research have got things completely wrong. &nbsp; In fact, there are instances when marketers have got into trouble when they took market research seriously. Coca Cola lost millions [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1178,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-1177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","entry"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/posts\/1177","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/comments?post=1177"}],"version-history":[{"count":2,"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/posts\/1177\/revisions"}],"predecessor-version":[{"id":3543,"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/posts\/1177\/revisions\/3543"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/media\/1178"}],"wp:attachment":[{"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/media?parent=1177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/categories?post=1177"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandbazooka.com\/wp-json\/wp\/v2\/tags?post=1177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}