Malcolm Gladwell is the best-selling author of The Tipping Point and Blink, two of my favorite books on human behavior and how it applies to business.
Gladwell talks about his friend Howard Moscowitz, a consultant in the food industry, who is credited with the reinvention of spaghetti sauce.
Note: Click on the blog post title (in bold red) above, if you don’t see Gladwell’s video on the left.
Executive Summary
- Do not make any assumptions about what your market wants (the “culturally authentic” platonic dish)
- Market research is CRITICALLY important …
- Do not act on what people SAY, instead
- Cater your business to what people DO
- Move away from the universal one-size fits all product
- Identify the multiple niches within your market (horizontal segmentation), and
- Select the niche market you want to become known for (extra chunky spaghetti sauce)
- Learn to embrace the diversity of human beings
What about you? What have been your experiences or challenges in market research?
{ 1 trackback }