The WORST Market Research in the World

By Herman Pool
In Marketing
November 8, 2012

Kat / Vertical Axion


Your own opinion.

Many business owners are people, and because they are people, they expect other people to think just like them. Even if they don’t have those exact thoughts, they still design a product that they like and that they can use.

Instinctively, this may seem like a good choice. If you can use it, there must be a group of people that can use it. That’s what shows like Shark Tank are all about – bringing someone’s dream product to life. But if you’re running your own small business, it’s important that you consider people other than yourself. Why? Think about it for a second: you run your own business. Less than 10% of people in the United States alone run their own businesses. You are unique in that sense.

So what makes you think you’re anything like a normal person? Most people don’t do what you do, and while some may like what you like, they are less likely to do so. It’s worse when you live in a place like Manhattan or Silicon Valley, too, that has such a wide variety of tastes and is considered a highly unusual market.

So take a moment, and hear some other opinions. Reach outside your own perception and bubble and see what your niche really needs.

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