Surveys, Research, and Branding: Who Are the Dumbest People in the World?

[mandy]

Interest in surveys that purport to identify averages and norms is so great that the myths this type of research spawns are sometimes floated as sophisticated branding and marketing strategies. Cures are invented, fads are nurtured, styles are crushed and dogmas are erected as though mandated by some newly discovered "truth." Sometimes psychological warfare is involved.

The corporate teams that are overdependent on research averages often see their brands fail at a spectacular rate. Their new product introductions seem caught in a revolving door -- what's in and what's out based on "researched" hypotheses that have little to do with actual market behavior.

full article: http://www.ecommercetimes.com/story/GhCB...orld.xhtml