How valuable is market research?
Recently we have been asked to pitch more projects that include a “market research” component. While as a creative boutique we don’t specifically offer market research ourselves, we have partnered with a few companies in order to develop the preliminary findings and sifted through the data. Interesting, yes, but I find that most of it usually comes down to common sense. Plus, as a brand-conscious-designer, I find that our goal is more often to shape public perception rather than to bend to it, so these projects have really got me thinking about the actual value that often pricey market research holds.
I can certainly understand the rationale; if I was going to be shelling out a good portion of my marketing budget I would really like to have some good data behind what I was doing. But how often do designers sit down with a nice stack of market research when they are ready to start their design sketches? Spreadsheets aren’t exactly the most creative catalysts (blatant blog plug). I can attest that while I will often read the market research and help develop the strategy before starting a project, the real driving force behind our designs is common sense and creativity, and that research has very limited impact once pencil hits paper.
That’s not to say that market research doesn’t have its value. It can serve several purposes. It can often identify hidden problems or advantages of a project very quickly, saving time up front by either avoiding or embracing a particular direction without much discussion. It can also serve as a litmus test for all creative concepts. “Does this stand up to the research?” If yes, continue; if not, back to the drawing board. It’s also a great way for outside firms such as ourselves to absorb a lot of detailed information about a client’s business or industry in a short period of time. But how often could those items have been identified simply through an informal focus group or internal discussion? If you’re working with smart, strategic, and creative thinkers, then my guess is more often than not.
My concern is when the research is performed only as a “Cover-Your-Rear” tactic. If the project ends up being a colossal failure, at least one can use the research as a fallback. It is in cases like these that the research can actually inhibit creativity by always dictating the “safe” road to take. Maybe I’m missing the mark here, but I can’t recall any successful marketing that ever simply played it safe. Please show me a successful campaign that was produced in a large part thanks to the market research, and you win a cookie.
Successful brands are able to dictate public perception rather than vice-versa. That doesn’t mean they don’t crash and burn once in a while, but it seems to me that taking a few chances is how you pull ahead of the pack. It seems to me that spending some extra money and working with a smart, strategic design team would pay more dividends than combining market research with mediocre designers.
In the meantime, if clients ask for it, we’ll provide it, but I will at least throw in this topic for discussion when we do. I’m sure that there are varying opinions on the subject, so I’d love to hear your thoughts.