Top Ten Reasons To Skip Research and Buy a Porsche


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You got me. I’ll admit it. There are many reasons to spend dollars that might go to marketing research on a new Porsche. Here are my top ten:

1. If you make the wrong decision it won’t cost you a dime.

2. You won’t ever run out of money by being wrong 50% of the time.

3. You’re sure input from customers or prospects won’t help you make better decisions?

4. You know far more about what your customers will purchase in the future than they do.

5. You are absolutely clear why your prospects haven’t become your customers…and you don’t care.

6. You are sure that satisfying additional needs and wants of customers won’t add more business?

7. You know that you can raise prices and make customers happier at the same time.

8. You’re sure customers know the benefits of buying from you and there’s nothing more to say.

9. You’ve decided market research is just an expense and won’t give you a good ROI anyway.

10. You’re far smarter than customers and prospects about which actions you should take to grow your business and in what order you should take them.

I’d like to publish the top 20 list, so please send along the one you’ve found to be tried and true. Who, after all, doesn’t want a new sports car?

Bob Kaden
The Kaden Co.
Bob Kaden is the author of Guerrilla Marketing Research and president of The Kaden Company, a marketing research consultancy that works with clients in planning and applying research to make more money. He is a frequent lecturer and trainer in the areas of creativity and marketing research processes.


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