http://anewmarketing.disqus.com/enMon, 17 Sep 2007 18:58:40 -0000http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-3346035<p>Jensen<br>-I'm not only talking about new product testing, but any misguided market research attempts. The point I'm trying to make is that market research, including new product testing, finding/switching target markets and consumer feedback, have become ways for project managers to avoid responsibility. I believe that good research can make a difference, but we shouldn't research just for research's sake.</p>Matt J McDonaldMon, 17 Sep 2007 18:58:40 -0000http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-3346034<p>You're only talking about one small aspect of market research and that's new product testing. Before you make blanket statements about market research you should be a little more specific.</p>JensenMon, 17 Sep 2007 18:38:57 -0000http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-3346031<p>Maybe it's because many, or is that most, executives need to hide behide some form of protection. The marketing research acts as a foil to prevent personal responsibility for making the wrong call. Taking the hit for what went wrong, no way - it was bad research, not a bad call. right ?</p>Todd BensonMon, 10 Sep 2007 22:30:24 -0000http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-3346032<p>Real good points. I just wish marketing was affordable...then I would use it.</p>Scot DukeMon, 10 Sep 2007 21:55:29 -0000http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-3346033<p>I think you've got a good point. I also see a tendency in most people to spend time "researching" rather than actually creating something (I struggle with this myself). In the Sony example, the 100 unit experience test was critical, but many companies won't make it that far because they're researching an idea to death.</p>Sarah LewisMon, 10 Sep 2007 17:41:36 -0000