Comments on: The Most Expensive Excuse In Business http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/ Ideas and Actions from Matt J McDonald Fri, 06 Jan 2012 02:38:00 +0000 hourly 1 http://wordpress.org/?v=3.1.2 By: Meme Huffer http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/comment-page-1/#comment-8252 Meme Huffer Mon, 03 Dec 2007 11:47:57 +0000 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-8252 <strong>Great Quotes for Planners #41 -Akio Morita on pre-testing...</strong> Regular readers will know that I'm not the biggest fan of pre-testing, and yesterday I was flicking through Jon Steel's excellent 'Truth, Lies Advertising' and came across this gem from Akio Morita, co-founder of Sony.We don't ask consumers what t... Great Quotes for Planners #41 -Akio Morita on pre-testing…

Regular readers will know that I’m not the biggest fan of pre-testing, and yesterday I was flicking through Jon Steel’s excellent ‘Truth, Lies Advertising’ and came across this gem from Akio Morita, co-founder of Sony.We don’t ask consumers what t…

]]> By: Plastic Wrapped Wisdom at A New Marketing :: Simple Ways To Spark New Marketing Ideas from Matt J McDonald http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/comment-page-1/#comment-1110 Plastic Wrapped Wisdom at A New Marketing :: Simple Ways To Spark New Marketing Ideas from Matt J McDonald Mon, 01 Oct 2007 19:37:12 +0000 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-1110 [...] waste time with excuses, when answers are what makes a difference? Related Posts ---------------- The [...] [...] waste time with excuses, when answers are what makes a difference? Related Posts —————- The [...]

]]> By: Matt http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/comment-page-1/#comment-779 Matt Mon, 17 Sep 2007 22:58:40 +0000 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-779 Jensen -I'm not only talking about new product testing, but any misguided market research attempts. The point I'm trying to make is that market research, including new product testing, finding/switching target markets and consumer feedback, have become ways for project managers to avoid responsibility. I believe that good research can make a difference, but we shouldn't research just for research's sake. Jensen
-I’m not only talking about new product testing, but any misguided market research attempts. The point I’m trying to make is that market research, including new product testing, finding/switching target markets and consumer feedback, have become ways for project managers to avoid responsibility. I believe that good research can make a difference, but we shouldn’t research just for research’s sake.

]]> By: Jensen http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/comment-page-1/#comment-778 Jensen Mon, 17 Sep 2007 22:38:57 +0000 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-778 You're only talking about one small aspect of market research and that's new product testing. Before you make blanket statements about market research you should be a little more specific. You’re only talking about one small aspect of market research and that’s new product testing. Before you make blanket statements about market research you should be a little more specific.

]]> By: 13 Best Online Marketing Quotes of the week - 9/14/07 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/comment-page-1/#comment-738 13 Best Online Marketing Quotes of the week - 9/14/07 Sat, 15 Sep 2007 02:51:14 +0000 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-738 [...] Revolutionary, remarkable products don’t cater well to market research, therefore a lot of great ideas don’t test out well and get shut down. - Matt J. McDonald on The Most Expensive Excuse in Business [...] [...] Revolutionary, remarkable products don’t cater well to market research, therefore a lot of great ideas don’t test out well and get shut down. – Matt J. McDonald on The Most Expensive Excuse in Business [...]

]]> By: Todd Benson http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/comment-page-1/#comment-690 Todd Benson Tue, 11 Sep 2007 02:30:24 +0000 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-690 Maybe it's because many, or is that most, executives need to hide behide some form of protection. The marketing research acts as a foil to prevent personal responsibility for making the wrong call. Taking the hit for what went wrong, no way - it was bad research, not a bad call. right ? Maybe it’s because many, or is that most, executives need to hide behide some form of protection. The marketing research acts as a foil to prevent personal responsibility for making the wrong call. Taking the hit for what went wrong, no way – it was bad research, not a bad call. right ?

]]> By: Scot Duke http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/comment-page-1/#comment-689 Scot Duke Tue, 11 Sep 2007 01:55:29 +0000 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-689 Real good points. I just wish marketing was affordable...then I would use it. Real good points. I just wish marketing was affordable…then I would use it.

]]> By: Sarah Lewis http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/comment-page-1/#comment-684 Sarah Lewis Mon, 10 Sep 2007 21:41:36 +0000 http://www.mattjmcd.com/2007/09/the-most-expensive-excuse-in-business/#comment-684 I think you've got a good point. I also see a tendency in most people to spend time "researching" rather than actually creating something (I struggle with this myself). In the Sony example, the 100 unit experience test was critical, but many companies won't make it that far because they're researching an idea to death. I think you’ve got a good point. I also see a tendency in most people to spend time “researching” rather than actually creating something (I struggle with this myself). In the Sony example, the 100 unit experience test was critical, but many companies won’t make it that far because they’re researching an idea to death.

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