Monica O'Brien is the author of the book Social Pollination: Escape the Hype of Social Media and Join the Companies Winning At It. The book is a step-by-step guide for small and mid-sized businesses that want to find more customers effectively. Get the book:
What the Client Wants Isn't Always What They Need
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About Monica
Monica O'Brien is the Director of Digital at Fizz and author of the book Social Pollination, which helps businesses leverage social media for crazy growth!
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I think your post applies not just to technology start-ups, but pretty much to any new company.
Being in the marketing industry just wanted to add that even we often don’t know what are we talking about. We should always rely on a hard data, but unfortunately it doesn’t happen all the time. A lot of times moves are made after brain storming in the boardroom and management deciding what is a good idea and what is not.
Marketing research with a right methodology is essential to make a right strategic move. Take some time in evaluating the companies for the project. There are a lot of scams out there. Basic knowledge of metrics and statistics methods is beneficial as well).
The new product always need to be aimed at solving the existing problem rather than a creating a new one and solving it.
Roman, you are right. I’m only familiar with my own industry, but I can see how this would apply to every industry.
What’s most important for companies is finding a balance. I don’t believe companies should worry so much about research that it halts progress – but a little qualitative investigation would probably go a long way in validating decisions made by upper management. Thanks for the comment!