While working on my next book, "The Ubiquitous Persuaders." A 50 year update on the Vance Packard classic, "The Hidden Persuaders." It was interesting to read in today's New York Times the piece on the 50th anniversary of the launch of the Edsel. In a few hundred words, it gives all the reasons why the car was a flop. Everything form it's looks and mechanical problems with the poor quality of the initial models... And there were 18 variations on offer when it was launched, to the fact that a month after the launch date, the Soviets launched Sputnik.
What that has to do with it, I have no idea. But nowhere in the piece does it mention the fact that the Edsel was produced as a result of massive consumer research involving hundreds of focus groups allowing consumers to describe what they were looking for in a car.
All of which goes to prove what I have been saying for years, most research, focus groups in particular, are a complete waste of time. Which is why 80 percent of new products fail in their first year. Even though they all tested like gangbusters in Boise, Idaho. But you know what? Focus groups will still be around long after the dinosaurs have come back to reclaim the earth!
And, if you can't wait for my next book, you can still buy my last one, "MadScam," on Amazon. UK.
George Parker
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Member since: 03 Jun 2008
Last login: 26 Nov 2009
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