About 85 percent of what you see is just because I get on the phone and [say], 'Let's go do this'. I don't do any market research or test groups or focus [groups]. I just go, 'It's my company; would I buy it, personally?'
We only do what we think is good and what we're happy with. I do that in stand-up, I even do it with my children's books. I don't do market research, I don't have focus groups, I don't care. I don't care if it fails, honestly. I'd rather have something that's completely mine fail than something succeed that I'm not proud of.
Accustomed to the veneer of noise, to the shibboleths of promotion, public relations, and market research, society is suspicious of those who value silence.
The purely random sample is the only kind that can be examined with confidence by means of statistical theory, but there is one things wrong with it. It is so difficult and expensive to obtain for many uses that sheer cost eliminates it. A more economical substitute, which is almost universally used in such fields as opinion polling and market research, is called stratified random sampling.
I always market research my books before I hand them in by showing them to five or six close friends who I trust to be honest with me, so they are very heavily re-written already.
The need to engage businesses and decision makers with customers can only increase in importance, and as it does, the market research industry must recognise that engagement is a facet of what we do.
In market research I did at Microsoft Corp. in the early 1990s, I estimated that the 'Wall Street Journal' took in about 75 cents per copy from subscribers, $1.25 at the newsstand and a whopping $5 per copy from ads. The ad revenue let them run a far bigger newsroom than subscribers were paying for.
Money won't buy happiness, but it will pay the salaries of a large research staff to study the problem.
I don't really follow market research. In the end, I respond to my own instincts.
A cookie store is a bad idea. Besides, the market research reports say America likes crispy cookies, not soft and chewy cookies like you make.
What is research but a blind date with knowledge?
You see, I used to do a certain amount of market research by going to the local drugstore and seeing what the truck drivers would put up. Now it's all just copies from the latest best-seller list and damn little of anything else.
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