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Market research ANDREW: Do you believe that products should only ever be launched if market research shows that they are likely to be successful? Anybody any ideas? OXANA: Yes, I would agree with your statement because if a company goes with the intuition of the marketing director, it’s going to be introducing the product that marketing director finds correct but not what the customer wants and since the whole point of market research is finding out the opinion of the customers then in this case it’s very obvious that the product shouldn’t be taken ahead. ANDREW: Would you agree with that Meri? MERI: Well, that’s right but in some cases market research is not so appropriate for new products. In this case it’s very likely that the product might be a success when they launch it into the market because new products are difficult to understand for customers. As an example, Xerox wanted to launch their new copying machines many years ago and they commissioned a market research study and they come back with only 8,000 machines sold. They still launched because they believed in the idea and the product sold 80,000 machines. The reason was that customers could not know how they would react to a product that they don’t know.
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