____________________________________________________________________________________ Investigacin de Mercados.

Un enfoque diferente

Frases celebres. . .

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Omar Dayan Rodrguez C.
1

____________________________________________________________________________________ Investigacin de Mercados. Un enfoque diferente

Hoy en da no es posible hablar de investigacin sin conocer la opinin de personajes que a travs del tiempo han externado ideas, pensamientos y reflexiones que evocan el uso y desuso de la investigacin de mercados.

"Some people use research like a drunkard uses a lamppost: for support, not illumination."
David Ogilvy-Experto en marketing

"We don't ask consumers what they want. They don't know. Instead we apply our brain power to what they need, and will want, and make sure we're there, ready.
Akio Morita-Cofundador de SONY

"The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself." Peter Drucker-Experto en administracin "No great marketing decisions have ever been made on qualitative data John Sculley- Ex-CEO de PEPSI y APPLE, The trouble with research is that it tells you what people were thinking about yesterday, not tomorrow. It's like driving a car using a rearview mirror.
Bernard Loomis-Mattel

"If I'd asked my customers what they wanted, they'd have said a faster horse." Henry Ford-Ford Motor Company "It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."
Steve Jobs-APPLE
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Omar Dayan Rodrguez C.
2

____________________________________________________________________________________ Investigacin de Mercados. Un enfoque diferente

"The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace."
David Ogilvy-Experto en marketing

"As long as market research is seen as a cost and a staff functions, it will never meet its potential. Market research has to deliver practical home runs, insights that pay off far out of proportion of the expense and time invested."
Seth Godin-Experto en mercadotecnia

Research is to see what everybody else has seen and to think what nobody else has thought
Albert Szent-Gyorgyi-Premio nobel de medicina

Difficult market research we do on time, the impossible take us a little longer.

Annimo

To steal ideas from one person is plagiarism; to steal ideas from many is research.
Annimo

Focus Groups were invented to Focus the research, not to be the research
Annimo

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Omar Dayan Rodrguez C.
3