Steve Jobs was famously quoted as saying he didnâ€™t believe in doing market research because his customers didnâ€™t know what they wanted until his company showed them.
A very bold and emphatic stance from a very inspirational man. Itâ€™s hard not to take note of someone like Steve Jobs when it comes to business and as one of the most important leaders the world has ever seen, his confidence in his own intuition can only be admired.
However I would strongly argue that this stance is a big risk for most businesses.
Insight can often be overlooked in marketing and business but its value is hard to argue with.
Working in a creative agency I know that some of our best decisions for brands and campaigns have come from a gut instinct. However all of the decisions and outputs of our agency are always enriched by some form of insight and regardless of scale of client this is where we start every project.
Every project we work on begins with insight in some form or other. If you ask the right questions to the right people in the right way, insight can provide your business with the direction it needs to progress and exceed your customersâ€™ expectations.
Whether it be researching the market and understanding what competitors are doing, having one-on-one discussions with internal stakeholders or holding focus groups with customers there is a huge variety of ways we work with our clients and their customers to gain a better understanding of their business, their market and their opportunities.
By simply listening to your stakeholders, both internal and external, you can glean real insight and knowledge about what they want and expect from your business and therefore how your brand and marketing should align to these needs to help move your business forward.