驴Para qu茅 sirve la opini贸n del consumidor?
Hace unos meses, a ra铆z de la salida del iPad al mercado, nos pregunt谩bamos sobre cu谩l es el rol de la investigaci贸n de mercados en los procesos de innovaci贸n…聽Nos hacemos eco ahora de un art铆culo de James Heskett, profesor de la聽Harvard Business School, donde se cuestiona la pol铆tica de “no escucha” al cliente de Apple, y abre el debate: 驴Para qu茅 sirve la opini贸n del consumidor?
Comentarios destacados del debate:
“Pioneering Products should take a different path in PD. These products do require engineering creativity because they are products that customers don’t know they want, yet.”
“Coke Zero: Customer surveys tend to reveal changing preferences to tailor existing products to target demographics/ diversity of opinion. Hence the need to ask for your demographic groups in survey responses.”
“Consumers often know what they want, but often lack the imgination to produce anything beyond what is already being done. Those with imagination struggle in the business world to push against established technology, business structure, and business processes to create something “new” and “different.” So, you continually get a “cheaper, faster, better” version of what is already being done.”