Listening to the customer

Stars made regular use of market research to source new product ideas. Market research enables the company to understand a marketing problem better because customers spark off innovative ideas faster than any other resource. New product ideas are likely to emerge from the marketplace during research. This is because changing fashions and improved communication networks are creating new aspirations among customers. This information has to be solicited, as it will not flow or be recognized in the hustle and bustle of chasing bottomlines. Careful observation, interpretation of information, and recognition of opportunities is the key to success.