If you visit the website of any market research company, large or small, full service or end service, you’ll find an array of product offerings.
Below you see the product offerings from two different companies. Company A gives an impressive list of everything from conjoint to perceptual mapping. Any company offering these products is sure to be able to meet all of your market research needs, whatever they may be. Company B also provides an impressive list of offerings ranging from In Home Usage Testing to sales forecasting. This too is a company that I know will be able to meet whatever needs I may have.
|Product offerings: Company A
||Product offerings: Company B
But really, only one of these companies appeals to me and it’s not Company A. Clearly, Company A has licensed a copy of SPSS or SAS for every one of their employees and that does impress me. But it’s clear that those employees are number crunchers and data processors and that’s really not what I’m looking for. You see, conjoint isn’t a product. Factor analysis isn’t a product. Maximum difference scaling isn’t a product. Those are buttons you press in SPSS.
The company I AM interested in Company B. They clearly know that clients aren’t looking for a really cool conjoint analysis or a wickedly awesome factor analysis. I seriously couldn’t care less if a supplier offered conjoint. What clients actually need is guidance on pricing decisions, package evaluations, and concept preferences.
You see, anyone can press a button in SPSS and generate pages and pages of output. But to actually apply those results to a meaningful business decision, well that’s a separate story.
- 3 Problems with Gamification in Market Research #MRX (lovestats.wordpress.com)
- The Top 10 Things We Love About Social Media Research #MRX (lovestats.wordpress.com)
- SPSS Releases A New Extraordinary Version #MRX (lovestats.wordpress.com)