One Why Beats a Thousand Whats - Agile Sales & Marketing

Market research is like archeology. It helps understand the past but tells us little about the future.

It gives us many ‘whats’ but few ‘whys’.

Of course, market research isn’t useless. But it can only go so far.

Consumer research includes surveys, focus groups, in-depth interviews, ethnographic studies, joint shopping trips, and other methods.

The results are usually used only by marketers, and that’s a mistake.

Oftentimes they use them rather mechanically — for pricing decisions or advertising campaigns.

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