Great line from Apple's Jonathan Ive on the role (or not) of research in product development:
“we don’t do market research,” because “it will guarantee mediocrity and will only work out whether you are going to offend anyone.”
Testing, listening and optimising is great. Blanding out ideas so as not to upset anyone, or using research to cover your arse isn't.
Found this useful?
I'm a senior brand and marketing strategist with 20+ years of making tech brands famous and established businesses stay relevant. If you'd like to talk about how I could help yours, get in touch.