It’s interesting reading about large consumer brands and their various methodologies for consumer research as it relates to new product development. In the consumables business, P&G is the heavyweight and is the pinnacle of research with their expertise in identifying the products that resonate with consumers. They also have manufacturing and distribution dialed in which makes them the “ideal” that many manufacturing-driven organizations aspire to be like.
Then there’s Apple. Their products are generally always innovative and meet some consumer unmet need so well that people literally fall in love with their brand and products they pump out each and every year. Yes, there have been some duds (the Cube is one that comes to mind), but it doesn’t happen often.
To research or not to research?
In a recent article from Fortune, Steve Jobs is quoted:
“We do no market research. We don’t hire consultants. The only consultants I’ve ever hired in my 10 years is one firm to......

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Title: Apple Study
Approximate Word Count: 1355
Approximate Pages: 6 (250 words per double-spaced page)

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