New ideas, concepts and models are very difficult to measure. There is no frame of reference. As product life-cycles are shortening at an immense rate, traditional market research – both quantitative and qualitative – can sometimes be more of a hindrance than a help. It is good at measuring the past and present.

Besides, traditional research has the drawback of relying on what consumers say, which is often different from what they actually think and do in real life. People don't know what they will do until they face an actionable decision.




While you cannot predict the future, you can get a handle on trends, which is a way to take advantage of change and convert risks into opportunities. Spotting and tracking trends can be a very useful tool in dealing with unpredictable future.


Akio Morita advice quotes Sony

Carefully watch how people live, get an intuitive sense as to what they might want and then go with it. Don’t do market research.

Akio Morita


IDEO Tom Kelley creativity innovation quotes

Learn from noncompetitive industries. Knowing the start of the art or the soon-to-be state of the art in one industry can give you a jump in your chosen field.  >>>

Tom Kelley