AttentionMax - Latest Comments in Market Research Is Insufficient; Insights Are Mandatory

Re: Market Research Is Insufficient; Insights Are Mandatory

Stu — Tue, 07 Nov 2006 20:48:30 -0000

Just the researchers are dead, without the insights.

Re: Market Research Is Insufficient; Insights Are Mandatory

Nigel Hollis — Wed, 11 Oct 2006 15:02:03 -0000

Is research dead without insights? No, but it does not have anywhere near the same value to the purchaser.
However, insight requires data as an input. That data better be "good" or else the insight based on it could be "bad". Combined the two have real value.

Re: Market Research Is Insufficient; Insights Are Mandatory

Nick Wright — Sat, 07 Oct 2006 16:39:34 -0000

Max,

Yes, research is dead without insights.

Example (from copywriter John Carlton's Marketing Rebel Rant newsletter): In one study half a group of volunteers were offered a chocolate chip cookie from a jar with ten cookies in it... and the other half were offered one from a jar with only two cookies. Guess what? The group with the two-cookie jar consistently reported that their cookies tasted better, and felt they were worth more.

That's the research part.

The insight: A product will have a higher percieved value if there is only a limited number of the products left.

Hence the "there are only 25 left so call now..." type ads.

You need research... but you also need to gain insights from the research to help sell more.

That's my .02

Nick Wright