Veteran Ford Member
Join Date: Feb 2002
Location: Searching for a new home
Market Research Sample
Hypothetically, this may well be where Ford market research comes unstuck. Having recently experienced some, I have the sneaky suspicion that the scenario posted above is not dissimilar to the sort of research that got us the AU Forte front end - which to be kind "polarised" public opinion. (You basically either loved it or hated it on sight - mostly the latter).
See - if you show people three pictures which are all ugly but force them to make a decision and then ONLY report the raw numbers rather than the commentary you have this sort of scenario:
Researcher: Please indicate which of the three pictures you prefer.
Particapants: Shit they are all ugly as a run over wombat but Picture B is marginally less so.
Research Report: 98% of respondents indicated a strong preference for Design B.
Research Client: Thanks we'll build B then.
Of course this is only a hypothetical - it could just have been that the survey focus group was made up of people who were blind, stupid, thick or architects, Who knows!