Comments on: The Birth (And Death) of Market Research: Why Design Research Will Prevail

By: Is rapid ethnography possible?: A cultural analysis of academic critiques of private-sector ethnography (Part 2 of 2) | Ethnography Matters

Thu, 26 Jan 2012 15:04:30 +0000

[...] of gender performativity (Butler, 1990). Corporate ethnographers will eliminate the “laundry list syndrome” if they refer to theory. This practice of theory also has a happy coincidence of making [...]

By: Sam Ladner

Sam Ladner — Fri, 14 Oct 2011 13:43:07 +0000

Thanks for taking the time to comment, Gene!

By: Gene Moy

Gene Moy — Fri, 14 Oct 2011 13:40:10 +0000

Difficult to follow the line of reasoning here, but the problem for me is that “selling to everyone” requires a marshalling of markets and resources that is simply impossible for the mom and pop or generally speaking the small business owner to do. It is OK for Amazon and eBay, these are market aggregators, but, if the Long Tail tells you anything it is that the implication for the small biz owner is to specialize not in a product, but diversify offerings within a category or range of products, like appliance parts or baking supplies.

By: Design Research VS Market Research « CBi China Bridge

Design Research VS Market Research « CBi China Bridge — Fri, 14 Oct 2011 05:27:09 +0000

[...] his article The Birth and Death of Market Research: Why Design Research Will Prevail, the author Sam Ladner argues that market research is not actual anymore, and it is only suitable [...]

By: Sam Ladner

Sam Ladner — Thu, 13 Oct 2011 23:03:52 +0000

Of course you’re right; there is still a “mass market.” But the market research way of knowing this mass market isn’t going to help people innovate or come up with new products. They will get more…white bread. As it were. The idea of the “typical” or “average” person/voter/mom-on-the-go is almost unusable for the innovation process. it’s much more fruitful if you start looking at difference — not similarity.

Do we still have to know the “mass audience”? Of course. But I’m arguing that it’s outlived its ability to give us insight.

By: leorayman

leorayman — Thu, 13 Oct 2011 21:46:16 +0000

It all makes sense.
Except if you’re trying to sell sliced white bread to millions and millions of people.
We’re still more of a We species than a Me species, even if we don’t realise it.
And despite all the media on offer, people still hone-in on, and talk about the same TV, even if they watch it at different times.
This stuff is cool. But microresearch = micromarketing.

By: Putting people first » The birth (and death) of market research: why design research will prevail

Wed, 12 Oct 2011 15:32:54 +0000

[...] Read article Leave a Reply [...]

By: Failing to See Money Hiding in Plain Sight « Skilful Minds

Failing to See Money Hiding in Plain Sight « Skilful Minds — Mon, 04 Oct 2010 21:11:03 +0000

[...] ethnography, several times here taking note that, whether we use ethnography in marketing or design research remains irrelevant to the methods employed. What matters is whether we develop the [...]

By: Burak BABACAN

Burak BABACAN — Wed, 10 Mar 2010 06:37:43 +0000

just a small revision :
I think the only way to succeed in this realm is to BE your OWN design subject. Kind of method acting.

By: burak babacan

burak babacan — Wed, 10 Mar 2010 04:22:19 +0000

Thanks for sharing my grief Sam, it could have been 19th century as well depending on my luck.

Actually, and most possibly, product has a point as long as it satisfies the minimum requirements. (let’s say biological constants) But rest is up to “emotional benefit” that segment of ONE individual will get from by using it. So how to uncover it ? Ethnography ?
You wrote :
“How can subjective experiences be represented ?”
That’s my question. How do we know what we know about the subjective experience of an individual ? Do you know FOR SURE any other individual’s subjective emotions other than YOURSELF ?
I think the only way to succeed in this realm is to BE your design subject. Kind of method acting. I am sure you know what I mean. By the way, I like poetry.