I was reading an article by Roberto Carminati and Carolina Parma on Economy of last week: "Us, the kings of TESTS": "During crisis you're not allowe...
I was reading an article by Roberto Carminati and Carolina Parma on Economy of last week: "Us, the kings of TESTS":
"During crisis you're not allowed to make mistakes. It's for this reason the steps preparing the way for launching a new product on the market become more strategic for firms, that now involve consumers to test prototypes, games and to taste snacks..."
I began to wonder and I found confirmations at the same time:
1.THE DOUBT:
Are we sure that the consumer is really considered as a KING?
Until I'm told otherwise, in more that 12 years experience in strategic consulting, I saw very few people taking seriously from this point of view.
I followed lot of surveys of course, but, although my efforts to really get some results from this point of view, I've often run into managers more concerned in finding proofs of their certainties than focused on putting themselves at stake and on LEARNING by people (well, by the way, if they are true KINGS, let's stop to call them consumers...)
2. THE CONFIRMATION:
Doing mistakes costs a lot of money more than the necessary one if you think before.
During crisis, where what is certain seems to fall down and the performance anxiety is overpowering, the market researches, the focus groups, the field works and more properly the people study is prospering... this is the right chance to understand that it's better to think and then to act, for the most enthusiastic as well.
3. THE CERTAINTY:
The market researches are NOT JUST for the consumption colossus, they are mandatory steps to launch all products and services, the industrial ones as well. Studying how people solve their problems, accomplish their demands, is necessary if you have a good idea to suggest, whether your product is an industrial machinery or a financial solution.
It's good to find out if your idea will be a real business, it's useful to understand if and how to renew it, it's useful NOT just to test, dear sirs, it's useful above all to learn!
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