When done too late, market research frequently fails. Many companies use dated research to address current problems. Furthermore, some people justify outdated practices using new research. Both options are unnecessary and ineffective.
<h3><u>What did the Sony Walkman's market research reveal? What type of market research should they have carried out?</u></h3>
According to market research, consumers would never buy Sony's Walkman cassette player without the ability to record, and earphones would irritate users. The Walkman sold 330 million units.
Sony is asking consumers what they expect from its products through a variety of consumer research initiatives, including surveys, focus groups, on-the-spot interviews with customers at various locations, syndicated and communications research, metrics tracking, and customer relationship management.
<u>How much money did Ford spend studying the market before releasing the Edsel?</u>
Ford invested $250 million in the development of the Edsel, which was meant to revolutionize the auto industry, over the course of ten years. Ford had 18 different versions of his "car of the future," which was designed to fit the personality of each owner. Sadly, Ford's vision was never realized.
<u>What does the article say about what went wrong with the Pepsi challenge's "sip test"?</u>
Malcolm Gladwell presents evidence in his book Blink: The Power of Thinking Without Thinking (2005) that suggests Pepsi's victory over Coca-Cola in the "Pepsi Challenge" is due to the flaws in the "sip test" method.
His research indicates that tasters prefer the sweeter of two beverages based on a single sip, even if they prefer a less sweet beverage over the course of an entire can.
Furthermore, the challenge labeled the Pepsi cup with an "M" and the Coca-Cola cup with a "Q," implying that letter preference may have influenced some of the results. Pepsi's Donald M. Kendall promoted the Pepsi Challenge.
<u>What did Maxwell House Coffee get right when they added robusta beans to their coffee?</u>
Maxwell House coffee does not taste as good as freshly ground and brewed coffee. Maxwell House coffee is a blend of Arabica and Robusta beans (unless otherwise specified), giving it more caffeine and less smoothness. It doesn't help that it isn't organic. This 100% pure Arabica beans ground coffee simply does not compare.
<u>Why did market research predict the Aeron Chair's demise?</u>
When users first saw the product, they stated that they disliked it and thought it was ugly. We must understand that this was a unique product that they had never seen before. We must comprehend consumer psychology's "Familiarity Bias." Their rage was misconstrued — they could have meant that the product was unusual, and they weren't used to it.
<u>How did the chair's designer refute the research?</u>
When consumers were asked to sit in a chair and experience the product, they initially gave negative ratings. The reason was that when consumers spend less time with the product, they get little experience, which is insufficient to judge the product.
When Herman Miller asked people to use the product for a couple of days in their office, the results were overwhelming. Usage in context, over time — consumers were blown away by the comfort and usability experience.
Regarding the chair's aesthetics — Consumers were used to chairs with softer, thicker foam covered with fabric, cushioned, and upholstered — Their existing mental models on aesthetics differed from what they saw in the Aeron Chair.
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