By Dr. Ken Broda-Bahm: In a recent piece in Forbes online, Roger Dooley tells his own story of a spectacular market research failure. His company was involved in metal sales and competed in a market with an overall price similarity. Thinking that their product had some quality advantages over the competition, the company wanted to charge a higher price. The market research they did showed that price came in dead last as a concern, with likely customers focused on quality, delivery speed, and customer service instead. With that reassuring message in hand, up went the price…and down went the sales….
This is a great article on using techniques from qualitative research in the legal profession for understanding moc trials.