I’d like to know from other industrial designers what kind of good market research they’ve seen. Unfortunately I have only ever seen pretty awful content which is flawed when you dig into the details of how it’s been conducted. Has anyone ever had a good experience?
I think there’s a lot to say for the words of henry ford when he talked about his aversion to market research. I feel that good designers are good empaths and so a lot of the time maybe market research is not worth bothering with. Unfortunately in my experience, market research is carried out by marketeers who are not very competent. Most times it feels that they are simply doing it so that once the product is released and subsequently fails, they have something to blame. Surely this can’t be right?
However I’m not completely cynical about it. I recently received a very good piece on the differences between our customer needs in Germany and the UK and it was very concise. Unfortunately it’s often the case that the research has been delivered directly to a marketeer who has then re-hashed the findings to present 2nd or 3rd hand the findings which again doesn’t help. Lets face it - as a designer under time pressure, sometimes it’s difficult to get the contacts internationally to be able to understand the different needs between people in Brazil, France, North America and Australia - yet a marketing brief is often the same for each country.
Does anyone feel some recognition in what I’m saying? It would be great to hear other views on market research and any other positive market research experiences you’ve all had.