The first market research shows people don’t like the new, groundbreaking chair. But the company launched anyway, and it turned out that the chair became a hit.
People mis-interpreted their feelings. They said they hated the chair, but what they really meant was that it was so new and unfamiliar that they were not used to it. People get caught off-guard but given enough time to warm up, they start liking it (of course it’s also possible they won’t!)
We love market research because it provides scores, numbers, and a feeling of certainty.
But there can be no certainty with new, groundbreaking products.
