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Sunday, 29 November 2015

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Questioning the nature of research


The 'experimental method' was actually widely used in marketing going back to the 1960s and 1970s. For example, new product launches were assessed via real Test Markets (such as stores in one TV region or even one town testing a product or split tests). They fell out of fashion due to a number of factors but I dont believe 'sheer idleness' was amongst them. They were impractical because of the cost of producing actual new product to test and the cost of marketing it, lack of cooperation from retailers, making competitors aware of what you were up. Thus the rise of more 'virtual' techniques which could do the work such as simulated test markets. These, of course, use experimental method such as test and control approaches and other means to account for (some) of the behavioural factors.

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6:33 pm