Best practice - can consumers tell you what they want?

Although consumers cannot tell advertisers what new products to launch or how to reposition a brand, they can be asked to build the big idea and spot the market opportunity.

Can Consumers Tell You What They Want?

Richard Woods

It has become a truism that consumers cannot tell you what they want new products to launch or what new positioning to use for your brand.  Consumers can be used to build the big idea and spot the market opportunity.  It is not about asking the right questions, it is about giving the consumers the right experiences.

One imagines that a focus group [or group discussion] would very likely have turned down the Great Pyramid (impractical), Beethovens late quartets (too difficult) and Picassos Guernica (too inflammatory). The Egyptians, Beethoven...

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