In the feature film Sliding Doors, I found myself fascinated by a conversation between two friends. Gerry had just been discovered by his girl friend as he was having an affair in their bedroom. Gerry's friend laughs at him and reminds Gerry that he had told him weeks ago that the affair would end without Gerry having to do anything. Gerry's friend asks him, "Do you want my opinion?" Gerry replies, "Am I going to like it?" With a chuckle, his friend responds with, "No. It's based on reality." How often are you asked questions and you already know the answer that you are expected to give? It's like when your spouse or your friend asks, "Does this make me look fat?" There's no good answer. And the answer based in reality, is the one that shouldn't be given. In business, however, we need to listen to reason and reality. Reason and reality have a habit of destroying dreams. This is why market research leaves a bad taste in many mouths. Market research can reveal that there is no market for a new business or a new service. Market research therefore is a destroyer of dreams. What people don't understand is that it's sometimes better to lose your dreams than it is to lose your money. Market research starts with a premise. Data is gathered and documented to prove or disprove the premise. Once the premise is proved or disproved, you draw conclusions. For example, you might start with a premise that your eight year old daughter's idea of a new line of purses made with ultra soft opossum fur and a built-in pocket would be successful. You might run several surveys and focus groups showing off the new line of "Possum Purses." If the data gathered from the surveys and focus groups shows that 94% of those involved hated the marsupial purses, then your conclusion would be that "Possum Purses" would not be a successful venture. Crushing your daughter's early fashion career is probably not the conclusion you were looking for. Business should always be run on reason and reality. Realty hurts, but losing money hurts even more. |
