Asking Questions Without Asking The Question

Apr 20 2012 Published by neilgains under market research

Curiosity has it’s own reasons (Einstein)

The lifeblood of market research is curiosity and curiosity is a great thing in all aspects of life (as Einstein said so eloquently on several occasions). Market researchers are very adept (and trained) to ask lots of questions, but I think we ask far too many and should ask far fewer and be smarter in the way we design research in order to do that. Let me be clear from the start. Asking questions in market research is very often at best a waste of time, and at worst positively misleading. Read more »

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The Science of Product Testing

Dec 24 2011 Published by neilgains under product testing

Market research and product testing

The history of product testing is long and can trace its path back to many diverse fields along a similar timespan to that of market research (back to the 1920s when the science was first introduced to manage product quality). Sensory science developed at a fast rate in the 1950s and 1960s, when different techniques for the ‘descriptive analysis’ of products were developed, starting with the flavor profile method, in the fast developments of the consumer goods industries which followed the end of the second world war. The science was boosted by the publication of Stevens’ landmark textbook on psychophysics in the mid-1970s and has come a long way in the last 50 years.

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