“ Strike through ”
Do you remember the game ‘Lego’! a seemingly constructive
game where blocks are placed over and adjacent to each other to create a master
piece, and hold on, the master piece is not an abstract that looks like a vague
piece of modern art but something simple, colourful and of interest to the kid
like an engine, a super hero, a hut, a war tanker already given as an image to
the kid on a paper.. It’s really not just about putting the right shaped block;
it’s about maintaining the colour consistency and going through it. But making
a new master piece required scraping it off and beginning afresh. As I have
grown up and gotten closer to the avenues of being a marketer, it is fun to
draw analogies that are more heart felt, much more engraved in the Lizard brain
(as neurologists call it).Now imagine if you were left alone in a room only
with the lego board and the blocks, and you had to imagine something and create
it. How would you begin? Probably, by picturing how something in particular
would look like and start with it, unmindful of the dimensions, the colours,
you might alter and improvise as you go through. That’s almost how I think
about market research. (Oh wait is it
Marketingresearch?) You begin
with a probable picture in mind which becomes your hypothesis and then based on
what you have experienced/witnessed so far, you initiate it.
Market Research Vs Marketing ResearchBefore we jump on two the necessities or un-necessities of
the two, lets understand what is exactly the meaning and the difference in the
two. Market
Research is essentially research related to markets .i.e digging into
the market trends like political, economic, social, technology trends, a
comparison with direct & indirect competitors. Marketing Research deals
with researching about marketing channels/techniques which aid in developing
the profile of the customer who would most certainly buy our product.
Now they are obviously not exclusive fields of research .They
over lap when it comes to product pricing, competition analysis and product
attribute detailing.Is Market Research really needed ?As an MBA student , almost 10% of your inbox is filled with
survey requests by friends, by class
mates, far acquaintances, and old friendships suddenly pop up with a “Hi, how are you?” and then are
diverted to “ Can you please fill this survey for me?” Today Market Research is
a well-defined course in the curriculum, what is often lost in studying the
course in-depth is the why of the
course? Is it an optional contemplated step or is it a mandatory prequel.
I am convinced by the need of Marketing research since the
results of it are to be applied in answering the question – “How to best reach
the potential consumer?” but what lies outside the purview of my understanding
is relying solely on market research to conclude what product must
be created by the company ?Had there been a focus group discussion conducted to
understand if the customer needs a bulb, the answers would have been myriad,
humans love to form opinions and convince everyone about them, they would say
it will generate heat , it might blast and harm someone, it might draw huge
power etc. If their opinions had become the underlying opinions, we could have
never literally seen light of the day
bulb? Does that mean a research may not always be a
mandate? Well , if we revisit the most amazing inventions and discoveries , not
all of them had been a derivation of someone sitting through and mapping the
market , finding the need gap and thus telling the scientist /developer to work
on it because that is not how high intellect individuals work. Hollow
constraints generated by seemingly imperfect survey results might just block
the thought process of the scientist/developer.
Is Marketing Research foolproof?And if at all marketing research is what is finally resorted
to for understanding which marketing technique should be adopted, what still
creates a gap in survey results and actual acceptance of a product by the
consumer is that there is a lot of difference in being the real user and being
just a respondent .There are a lot of tangents in the human behaviour which do
not let him being his real self when he/she is answering for a
questionnaire. Anonymous online surveys
do not gauge everything. Exceptions include tapping their first reaction to
something that is aesthetically pleasing or their impulse buying behavior.
A distant dream ?So then are we aiming something ideal, something that is
impossible to achieve through Market Research?
Is it a waste resource?Well, the answer is no. What is needed is to strike through
the old methodologies used in conducting both market and marketing research. In
my opinion marketing research literally needs a dose of its own medicine. It
needs to reposition and develop itself. It’s objectives don’t need an
alteration. What probably needs to be altered is the approach towards achieving
the objective. A shift from asking to observing, from questioning to an
informal discussion, from insight to foresight ,from quarterly reports to 24*7
insights, from gauging purely rational reactions to partly emotional reactions
because not all choices are logic or aesthetic driven, sometimes all it takes
is to identify the connect a product might have with its audience . What is
needed is to ‘Strikethrough’ the set procedures, step in to the unexplored
because ‘inking new is always in’.
