Research as marketing v. marketing research.
I am currently sitting in the back room of a focus group, listening to potential customers
disembowel react to a number of new product concepts. One of the fascinating themes which keeps on coming up is the “fact” that the concepts in question:
“…must come from a big company, because a small company doesn’t have the money to do research like this.”
We have moved fully from the era of marketing research into the era of research as marketing.