In today's rapidly changing world, marketing
plans based on what will happen in the future are usually wrong.
Surprise To Win:
Tracking Trends versus
Traditional Market Research
As product life-cycles are shortening at an
immense rate, traditional
market research – both quantitative and qualitative – can
sometimes be more of a hindrance than a help. It is good at measuring the
past and present. Besides, "traditional research has the drawback of relying
on what consumers say, which is sometimes different from what they actually
do in real life. People don't know what they will do until they face an
While you cannot predict the future, you can
get a handle on trends, which is a way to take advantage of
and convert risks into opportunities.
Spotting and tracking
trends can be a very useful tool in dealing with unpredictable future.
"You have to find out how to press the "hot
buttons" that turn consumers on, and this reality means gaining an
understanding of what motivates them in real-life situations."1
Top 10 Tips
Test Marketing Your New
Products or Service
"The majority of
people meet with failure because they lack the persistence to create new plans
to take the place of failed plans."
~ Mark Victor Hansen
How do you test market a new product
or service? How do you find out if people are actually going to buy it?
First, make or get a prototype. Create or get a sample. If it's being
manufactured somewhere else, get a sample of it. If you're going to
manufacture it yourself, create a prototype so that you can show it,
demonstrate it, photograph it. So that you can let people see it, touch it,
feel it, and get an opinion from it...