DO WE NEED IT?Why do we conduct research?

DO WE NEED IT?“We do no market research” - Steve Jobs

“If I’d asked people what they wanted, they’d have said ‘a faster horse’”DO WE NEED IT?“If I’d asked people what they wanted, they’d have said a ‘faster horse’” - Henry Ford

DO WE NEED IT?DEFINING MARKET RESEARCH“the action or activity of gathering information about consumers' needs and preferences”

BEHAVIOURAL RESEARCHWe don’t ask for opinions.We don’t ask people about their preferences.We only look at past events - not predictions of the future.

THE AIMUnderstand people’s goals, tasks and unmet needs.