When Research Goes Wrong

Have you ever wondered why some marketing campaigns fail spectacularly even after extensive research? Well, as important as research is, how you do that research is just as important. Neglecting to consider all angles, or using a biased research approach can (read: will)?lead to costly marketing mistakes.

Let's take a look at some common pitfalls and examples of how research can be used poorly in marketing.

Confirmation Bias

One common mistake is to look for evidence that confirms pre-existing beliefs, rather than seeking out contradictory evidence. This can lead to incomplete or biased research results. For example, when Coca-Cola launched its short-lived New Coke product in 1985, it was based on extensive taste tests that showed consumers preferred the new formula. However, Coca-Cola had failed to consider the emotional connection that consumers had with the original formula, which led to a massive backlash and the eventual reintroduction of the original formula as Coca-Cola Classic.

Ignoring the Outliers

Dismissing data that doesn't fit into preconceived notions or models can lead to missing important insights or trends. For example, Blockbuster Video was slow to recognize the shift to digital streaming, instead focusing on improving its brick-and-mortar stores. By the time they tried to catch up with Netflix, it was too late, and the company went bankrupt.

Not Adjusting to International Markets

What’s good in your location may not translate in another.?KFC found that out, quite literally. When they launched their "Finger Lickin' Good" slogan in China, they didn’t vet it with that international audience, and failed to realize that it translated to "Eat Your Fingers Off" in Chinese. Needless to say, the campaign did not go as planned.

Taking Numbers at Face Value

Numbers without the story behind them can be entirely misleading. A now infamous example comes from Visa, who tweeted on July 9, 2018 “According to our data…Fortnite is exclusively played by married middle-aged women.” They were joking, of course, but this is an excellent showcase of what can happen if you don’t continuously ask why the data is what it is, or combine quantitative research with qualitative.?By looking at purchase history alone, you may just think Fortnite is popular with middle-aged women, failing to understand that they are making the purchases for their tween-to-teen children who don’t have credit cards. And, actually, this also points to a key strategy that could be a powerful marketing tool: if it’s the moms who are making the purchases, how might you entice them to spend more, too??

The examples in your business may be more subtle than Fortnite, so it’s important to always confirm initial findings.

Over Reliance on Data:?

While data is a powerful tool, it's important to remember that it's not the be-all and end-all. Sometimes, it's necessary to rely on intuition and experience. For example, when Apple launched the iPod in 2001, there was little data to support the idea that people would pay $399 for a portable music player. However, Steve Jobs believed in the product and trusted his intuition, leading to a massive success. Experience becomes even more necessary when what you’re introducing to the market doesn’t have much of a history. However, there is still research you can do to validate your ideas—but ultimately, you sometimes have to take that leap of faith.

Research can be a valuable tool in marketing, but it's important to use it wisely. Always ask yourself why, and consider what your biases are, what you don’t yet know, and how you might confirm your findings. As always, if you need help (and a truly unbiased party, win-win!), contact us to find out about our different services to help you find the insights you’re after.

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