Marketing Research: Measuring vs. Molding Public Opinion?

After about a week or so of not sharing random insights... I am back on the blogging scene.

And once again, I was inspired by the book I have been reading, "Hey Whipple, Squeeze This," for my blog. It provides way too many insights for me not to mention something about it once in a while!

The other day, I participated in an interview with a marketing research company here in Cincinnati, Ohio. It involved testing mock-ups of different package designs for a particular shampoo. While there was the alluring incentive of getting $60 from participating, I wasn't just interested in this reward - marketing research and consumer perceptions have always caught my interest.

First of all, I will say that marketing research is invaluable - there will always be a need for it. Some place, somewhere, a company will be looking to improve/create a brand image that will tell consumers to "look no further, the best product in the category has arrived." It is essential to understand just what the consumer wants, and why they want it. After all... isn't the goal to get the product in consumers' hands? Before a strategy or campaign can even be created, marketers must have some of an idea for what would appeal to the target consumer.

With this said, I want to point out a few things I read in "Whipple." Of course, in the book, he is referring to advertising research -a specialized form of marketing research. Even so, it is still research that has one, ultimate goal: to guage consumers' feelings/perceptions on ideas and concepts. However, Luke Sullivan (yes, still the author of "Whipple") made some interesting points on research in general. Just keep in mind what I had to say about research at first (it is essential and interesting).

"We are so busy measuring public opinion, we forget we can mold it."

Examples provided: Wendy's "Where's the beef?" campaign - researchers told writers to not run these ads. They ran them anyways. After sales shot up 25 percent for the year, the writers didn't mind. Volkswagon ads, the campaign that some call the best of the 20th century - no pre-testing. None. The point? These brands knew better than to solely rely on measuring public opinion. No, they wanted to go further - mold the brand into something consumers will remember.

So, you never know. Like I said, though, I still think marketing research is important and interesting. It may provide insight, it may not. Either way, I'm sure you will learn something along the way.