The wrong questions can quickly bring you to a failure in your whole market research. This is the case that the author says might have happened to Apple. Apple is always in the pursuit of the perfect product for the customer, which might have had Apple’s executives as well as Apple’s marketing managers blinded while testing and producing new products. Furthermore, Apple might have been asking the wrong questions, focusing mainly on the usability of the Iphone, rather than the attractiveness of the product, which eventually gave its competitors a point of difference.
For instance, it is demonstrated how a well done market research can ameliorate the company’s marketing as well as financial structure, by giving it the correct material to work on with. But Apple’s big failure, which has been around all over the years, is thanks to its stubbornness of keeping with the same iphone size, not making it attractive to customers at the first sight. This proves a clear example for future references that a marketing research can be done otherwise.
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