Tom H. C. Anderson - Next Gen Market Research™customessay.net coupon
i need help writing my personal statement for law school
help for math homework online
cheap essay writing service online
buy apa research paper
cover letter email help
dissertation service india
help to do homework
buy art paper online uk
help assignment uk
thesis paper help
buyers paper indianapolis
us history homework help free
case study writer
homework help for kids
help me with my philosophy paper
health and social homework help
pioneer writer
help with essay outline for human trafficking
help writing a resume cover letter
inexpensive brief writing services
review of cv services
math homework help free chat
cheapest private universities
order compendium paper
creative writers software download
does writing helps you remember
resume writing services douglasville ga
best precis writing services chicago
college papers purchase
freelance technical writer job description
essay on helping the less fortunate
resume examples qualifications customer service
the ghostwriters secret
help with writing essays for kids
timesjobs resume writing service reviews
buy non plagiarized research paper
resume writing services in princeton nj
free online essay writer
cover letter writing help
do you need a ghostwriter
engineering homework help
essays on good customer service
custom paper plates wholesale
help with a recommendation letter
where can i buy parchment writing paper
professional cv writers in usa
write my essayservice
online help with math homework for free
custom research inc case analysis
help with letter of recommendation for letter of recommendation
cv writing services forum
buy research paper in 3 hours
yorku essay help
help me write a compare and contrast essay
resume writers ocean county nj
financial accounting homework help online
resume skills summary customer service
online help with research papers
help in assignment for free
application letter customer service representative
buy essay in french
resume writers nashua nh
resume writers maine
article rewriter review
essay writerservice
professional cv writers wellington
career objective examples buyer
cover letter insurance customer service representative
cheap paperself lashes
executive conspectus writing services india
hiring freelance writers india
help with gcse science coursework
professional resume writing service orange county ca
resume services northern nj
ap bio homework help
personal statement writers
homework help rochester public library
writing service in java
free managerial accounting homework help
resume writing services columbus ga
help with homework chat rooms
personal statement of research service and teaching
writing a linux service in perl
online cv writing services
cover letter for a content writer
resume writers austin tx
business studies assignment help
best buy swot analysis essay
help with making a condensation
homework help line
best professional outline writing services
literature review library services
free digest help
the help book essay topics
need help in algebra homework
psychology homework help online free
narrative essay topic help
resume writers akron ohio
annotated bibliography chicago style alphabetical order
resume writing services atlanta georgia
cover letter for customer service position
homework help philosophy reasoning and critical thinking
essay service means you
abridgment distribution services
fast custom essay
essaywriters.net accounts for sale
photography coursework help
write the essay civil service in usa
essays writers
career change cover letter help
resume writers information technology
term paper editing services
services essay writing
resume writer salary
how does a literature review help in selecting a research question
buy college books online in india
middle school homework help
online essay helpers
case defiant disorder oppositional study
cheap resume writing services toronto
custom paper plates printed
cover letter resume help
resume service las vegas nevada
need help writing thesis statement for bullying
buy term papers cheap
help me write a paper in mla format
gre essay scoring service
resume action verbs customer service
dissertation writing help india
help me to write my essay
mla citation page alphabetical order
help writing personal statement university
best precis writing services for students
article rewriter reviews
high school community service essays
help doing a cv
free help with essay questions
cv help personal statement
ghostwriting services fees
research paper helper
get paid to write
cv writing service limerick
paid essay service
essay about my community service
buy papers cheap
cv writing service poole
get writing paragraphs and essays pdf
purchase term papers
writing custom essays
i need help writing a speech about myself
write my essay org
custom made assignments
resume writing services athens ga
report writing community services
usc cover letter help
writing homework help middle school
cv writer online uk
foreign service essay high school
research paper writer software
intuit statement writer 2010 download
summary qualifications resume examples customer service
help assignment free
cheap essay writing reviews
write my assignment for me uk
help paper hoarders
personal statement writing service for residency
get paid to write christian blogs
thesis writers pakistan
asian australasian essay literature past sense southeast writer
theory of knowledge essay help
personal statement georgetown law school
help make compendium
cover letter for customer service and administration
freelance writers website template
resume writer education
writting help
probability homework help
customer service ppt presentation download
can you purchase college essays
precis help for teachers
synopsis help for college students
buy power point
abstract formatting services
professional cv services in london
university of texas at austin homework service
wedding speech writing service
professional compendium editing services
creative writer jobs in gauteng
essay on the importance of community service
hiring ghostwriters
resume writing services louisville ky
custom paper plate design
automotive resume writers services
best brief writing services in nyc
creative writer jobs yorkshire
help write biography
professional resume writers maine
online homework help chat free
ghostwriter tv episodes

More Than Market Research - Gain The Information Advantage

Tom H. C. Anderson - Next Gen Market Research™ header image 6

Marketing Guru Guy Kawasaki and Tom H. C. Anderson talk about Web 2.0, New Marketing, Innovation, Market Research – Anderson Analytics Round Table Discussion #2

March 17th, 2008 · 9 Comments

Marketing Guru Guy Kawasaki and Tom H. C. Anderson talk about Web 2.0, New Marketing, Innovation, Market Research
[Anderson Analytics Round Table Discussion #2]

Guy Kawasaki Anderson Analytics 

Guy Kawasaki
Marketing Guru

In an effort to bring highlight innovations, methodological trends, and current thoughts in market research, Anderson Analytics has started an ongoing “round-table discussion” series. The second of the series is an interview with marketing guru, Guy Kawasaki. Perhaps best known as Chief Evangelist at Apple, among his many other accomplishments, Guy is managing director of the start-up venture firm Garage Technology Ventures and columnist for Entrepreneur Magazine, and author of eight books, including The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has recently launched the rumor reporting website Truemors.com and actively contributes his experience and insight on technology and life through his blog, How to Change the World: A practical blog for impractical people.

Guy Kawasaki took time out from his busy schedule to discuss market strategy, technological innovation in marketing, and market research with Tom Anderson. They started the discussion on the state of the internet, how the web is being used, and how market research might capitalize on web advancements.

Tom H. C. Anderson: Given the evolution of the internet into Web 2.0, what do you think Web 3.0 will be like?

Guy Kawasaki: I hate these monikers. I don’t even know what Web 2.0 is exactly. I think Web 1.0 was enabling technology. Web 2.0 was businesses using technology but lacking business models. Perhaps Web 3.0 is lacking technology and business models. My underlying point is that people don’t go on the Internet looking for “Web X.0” products and services. They are looking for fun, companionship, inspiration, money, whatever, but they don’t define themselves in terms of the terminology that the industry uses.

Tom H. C. Anderson: Market researchers are gradually paying more attention to the information presented in blogs & discussion boards, however, how representative of the overall market do you think the opinions of bloggers are?

Guy Kawasaki: They are hardly representative. The blogosphere is about 250,000 boys and men still living with their mothers and have dead cats in their refrigerators. If a blogger says your product is crap, it doesn’t mean it will fail. If a blogger says it’s great, it doesn’t mean it will succeed. I am fundamentally not a believer that A-list opinion leaders lead the masses to products and should therefore be the focus of product introductions. Best case, I think bloggers’ reports on what’s hot but don’t make things hot.

Tom and Guy also discussed new innovations in market research, although Guy’s views about the field of market research were insightful, if not surprising.

Tom H. C. Anderson: Do you think market research is doing a good enough job in keeping up with the changes in product communication due to the Internet?

Guy Kawasaki: I hate to tell you, but I’m not a big believer I market research either. I believe you take your inspiration and throw it out there. If it sticks, praise God. If it doesn’t, you can listen to research and try to fix, and then you throw it out there again. But I don’t believe a focus group has ever created a revolution.

Tom H. C. Anderson: Do you have any thoughts on the value of text analytics to gain insights online, or even link analysis to understand Social Network Services? Are these technologies being embraced as a way to better understand customers at the executive level?

Guy Kawasaki: Text analytics and link analysis could lead to much customer understanding. However, there are so many ways to lie with site analytics—and you don’t even have to lie: you could simply not know what stats really represent—that it’s a crapshoot right now. For example, suppose that you are told that one million people watched your online video. Great, huh? But do you really know how many finished watching it? Do you know where they dropped off?

Tom H. C. Anderson: At tech companies, what is the right mix between allowing engineers to develop what they want VS trying to anticipate what customers will want by utilizing market research/trend spotting etc.? I think Nokia is a good example of how a lot of market share was lost due to engineers deciding what the product should look like, while consumer signals such as a desire for flip/clam-shell phones and a clear color display became more and more important to US customers and eventually spread globally leaving Nokia behind. How can this type of situation be avoided?

Guy Kawasaki: The separation of engineering and marketing is artificial. It presumes that engineers build feature-laden crap that no one cares about but engineers. Maybe mediocre engineers do this. Great engineers create with a customer in mind. Fantastic engineers create with themselves in mind as the customer.

Every Nokia engineer should give their prototypes to their mothers, fathers, and kids. That would fix everything. The user interface of almost every phone is unintelligible. Anyone could have done an iPhone—it’s not like Apple has a monopoly on design.

Guy and Tom also discussed market strategy, in which they shared their philosophy of marketing and the role of customer input.

Tom H. C. Anderson: On the marketing strategy side you’ve talked about having to be customer focused, in order to create the revolutionary product, you have to know customers better than they know themselves. How is this done effectively?

Guy Kawasaki: I believe in “if you build it, they will come.” Thus, you take engineers and let them build what they think they themselves would like to use. Now, if your engineers are crappy, then you’ll end up with crap. But if they are great, you can change the world. Note: I did not say you should ask customers what they want in a revolutionary product. This would ensure mediocrity at best and crap at worst.

Having said this, once you ship the revolution, then you do need to listen to customers as they tell you how to evolve the product. But they cannot tell you how to create version 1.0

Tom H. C. Anderson: What are your views on effective customer segmentation strategies? What is an effective segmentation strategy, if any, that you have come across?

Guy Kawasaki: The most effective customer segmentation that I’ve found is that you build the product that you would use—ie, a segment of one. Then you hope and pray that there are more people like you.

[Post to Twitter] 

Tags: Branding · Business Guru · Guy Kawasaki · Interview · Marketing · Strategy · Tom H. C. Anderson

9 responses so far ↓

  • 1 Market Penetration of Social Media - Who Uses Twitter? // Jan 13, 2009 at 3:28 pm

    [...] a side note, ever since I interviewed Guy on this blog last year I’ve tried to stay in touch with him and what he has been doing [...]

  • 2 Why you should go and observe someone else’s work? « The Comparative Advantage // Jun 28, 2009 at 6:11 am

    [...] In the words of Guy Kawasaki: [...]

  • 3 2010 Marketing Trends Study Results // Mar 1, 2010 at 6:17 pm

    [...] I’ve interviewed both David and Guy on this blog previously, I look forward to learning more about Chris and Clayton and perhaps having [...]

  • 4 Why Don’t More Businesses Follow Back on Twitter? // May 24, 2010 at 9:11 am

    [...] to me to see few businesses following the follow back etiquette on Twitter that Guy Kawasaki has advocated. A missed opportunity in increasing # of followers an to be courteous to your [...]

  • 5 Market Researchers Should Become Refrigerator Manufacturers // Aug 21, 2010 at 11:30 am

    [...] as Guy Kawasaki recently pointed out, no Ice Cutters made the change between Ice Cutting and Ice houses. Similarly [...]

  • 6 New Market Research Interview // Jan 8, 2011 at 9:01 am

    [...] by new and upcoming Next Gen Research blogger Sean Copeland, and then by becoming the #1 blog on Guy Kawasaki’s All-Top Market [...]

  • 7 MR Heretic Explained // Jan 28, 2011 at 10:12 am

    [...] Twitter, Facebook, The Economist, Science, New Scientist, Advertising Age, Mitch Joel, Clay Shirky, Guy Kawasaki, O’Reilly radar, Kevin Kelly, and whoever else has something interesting to say on any given [...]

  • 8 Social Media Influence // Apr 21, 2011 at 12:52 pm

    [...] I first got into social media, specifically when I was trying to understand Twitter, Guy Kawasaki was an inspiration to me as well. He gave a lot of helpful tips on his blog. However, as with all [...]

  • 9 The Real Social Media Influencers // Feb 8, 2012 at 1:08 pm

    [...] of folks who are really influential about social marketing (on par with) Scott Monty of Ford or Guy Kawasaki. So I don’t leave anyone very important out, if there is anyone who you know/follow who is [...]

Leave a Comment