Tom H. C. Anderson - Next Gen Market Research™how to download adobe after effects cs6 32 bit
vmware workstation 7.1.3 for windows
aimersoft video converter ultimate for mac 3.6.1
adobe dreamweaver cs5 tutorial pdf download
sony sound forge 10 basics
sony vegas movie studio hd platinum 11 descargar gratis
zonealarm pro 8 download
adobe creative suite 6 design standard student and teacher edition trial
adobe photoshop elements 9 oder 10
how to insert page number in adobe indesign cs3
buy adobe acrobat xi pro download
microsoft windows 8 pro pack addon
autodesk revit 2015 operating system unsupported
adobe premiere pro cs6 plug in free
eyeon fusion 6.4 manual
tuneup utilities 2008 ver.7.0.8008 download
adobe after effects cs5 download full version 32 bit
adobe dreamweaver cs5.5 manual
adobe indesign cs4 mac gratis
adobe photoshop cs3 extended effects
adobe illustrator cs4 mac 1 link
adobe illustrator cs4 video tutorials for beginners
adobe creative suite 4 master collection key
coreldraw technical suite x6 traduo
microsoft visual studio 2012 ultimate 32bit price
pixelmator mac espaol
licencia adobe after effects cs5.5
snagit 11 download link
sony dvd architect pro 6 key
pinnacle studio 16 ultimate rar
descargar adobe indesign cs6 gratis para mac
corel digital studio 2010 activator
adobe after effects cs6 initializing media core
average time to learn spanish using rosetta stone
please insert microsoft visual studio 2010 professional disk 1 now
microsoft windows 8.1 professional with update 3264bit englishunited kingdom
microsoft expression studio 4 ultimate download
microsoft office for mac home and business 2011 student discount
microsoft office home and student 2013 rt download
coreldraw graphics suite x5 demo
adobe indesign cs4 installer
adobe creative suite 6 master collection vs design and web premium
adobe indesign cc 9.0 download
corel draw 11 mac os x lion
adobe photoshop elements 10 user guide download
camtasia studio 8 key and name 2013
microsoft visual studio 2010 ultimate 32bit english download
parallels desktop 9 for mac amazon
vmware workstation 6.5 7
acdsee pro 3 espaol gratis
adobe creative suite 6 cs6 design standard for mac
microsoft office enterprise 2007 key kostenlos
boris red 5 vegas
adobe photoshop elements 8 iso password
quarkxpress 8 and mountain lion
qual o numero de serie do adobe dreamweaver cs6
valid product key for microsoft office 2007 enterprise edition
microsoft windows 8.1 64bit fi dvd oem
autodesk inventor 2015 pdf
codigo validacion quarkxpress 8 mac
microsoft windows 8.1 pro kopen
adobe captivate 5 right click
how to get parallels desktop 9 for mac free
adobe premiere pro cs4 portable softonic
microsoft windows 8 enterprise iso
adobe illustrator cs4 4sh
adobe audition cs6 mac plugins
adobe flash professional cs5 tutorial espaol
corelcad 2013 mac os x
eset smart security 6 setting protection password
adobe premiere pro cs5.5 32 bit download
microsoft visio professional 2013 sp1
sage act premium 2012 tutorial
microsoft windows 8 dvd player
microsoft office professional plus 2007 gratis download
autodesk revit 2015 product key
corel paintshop pro x5 3d
microsoft powerpoint 2013 gezginler indir
microsoft outlook 2013 download portugues
adobe premiere pro cs4 1080p
how to get adobe dreamweaver cs3 for free
quarkxpress 10 trial download
nero 8 ultra edition letlts
eset smart security 5 password username
adobe premiere pro cs4 youtube
adobe captivate 3 help
corel windvd pro 11 ul.to
descargar microsoft office 2007 professional plus gratis en espaol
word 2010 for dummies review
adobe premiere pro cc trial version
pinnacle studio 15 hd ultimate collection.rar
coreldraw graphics suite x5 trke yama indir
aurora media workshop v3.4.28
boris red 5 manual pdf
adobe indesign cs5 classroom in a book cd files
how to install adobe flash professional cs5
microsoft office for mac home and student 2011 family pack free
download a free trial of adobe flash professional cs6
quanto costa adobe premiere pro cs3
microsoft visual studio 2008 professional license
microsoft office for mac home and student 2011 download
download microsoft office 2013 professional plus 2013 32 bit
adobe acrobat 9 pro extended english franais deutsch
corel videostudio pro x6 update
adobe premiere pro cs5 classroom in a book files
vmware workstation 8 windows 8 error
microsoft office access 2007 features
adobe illustrator cs5 for sale
adobe dreamweaver cs4 para windows 7
portable microsoft office professional edition 2003 sp3 espaol 1 link
corel videostudio pro x3 review download
adobe acrobat 3d 8
fl studio 8 xxl producer edition v8.0.0 final
microsoft office word 2007 gratis download deutsch
adobe after effects cs6 optical flares
microsoft windows 8.1 language pack x86 multi dvd iso
adobe captivate 5 tutorial youtube
adobe indesign cs5 plugin update
microsoft office 2007 professional letter template
descargar adobe illustrator cs4 gratis para mac
tutorial avanzado de sony vegas pro 11
boris red 5 language
adobe premiere pro cs4 supported video formats
microsoft streets and trips 2013 release date
microsoft streets trips 2013 download
microsoft office enterprise 2007 error 1719
microsoft project professional 2013 viewer
the adobe photoshop cs6 book for digital photographers 2012
parallels desktop 7 mac lion
ashampoo clipfinder hd letlts
microsoft office professional plus 2013 custom install
adobe indesign cs5 gratis en espaol
adobe photoshop elements 6 features
adobe after effects cs5 adobe tv
nero 11 platinum full 2012
adobe creative suite 5.5 design standard student teacher version pc
photoshop cs5 allinone for dummies 2010 malestrom.pdf
nik software dfine 2.0 chomikuj
microsoft office professional edition 2003 sp3 pl portable
adobe captivate 5.5 download windows
adobe premiere elements 9 upgrade
microsoft windows 8 download demo
vmware workstation 10 unlocker osx
microsoft word 2013 show ruler
kljuc za microsoft office standard 2007
quarkxpress 8 production tricks and experts tips
adobe creative suite 5.5 master collection cs5.5 mac
how to download adobe dreamweaver cs6 for free
adobe photoshop lightroom 2.0 download
adobe photoshop elements 10 tutorial for beginners
adobe pagemaker 7.0 for mac
adobe indesign cs6 64 bit dll
microsoft office for mac home and student 2011 pacchetto italiano 1 installazione

More Than Market Research - Gain The Information Advantage

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

Edsel Turns 50! (Understanding the Customer)

June 9th, 2008 · 2 Comments

 Edsel 50 (c) 2008 Anderson Analytics, LLC

50 Years after the Edsel, marketers still often fail to understand the customer

My recent post about the lack of quality/service and dismissal of my complaint at the local BMW dealership seemed to draw a lot of attention. Unfortunately I think it’s easy even for us in the marketing profession to forget to listen to our customers. They are saying things to us all the time, not just when we ask them in surveys and focus groups, but also on the web (in discussion forums and blogs),to our call centers, and in emails.

That’s why this week Anderson Analytics will commemorate the 50th anniversary of the Edsel. Our clients will be receiving postcards in order to help remind us all that when we stop listening to the customer, things can go terribly wrong.

In case you’ve forgotten, the Edsel was one of the most spectacular marketing failures of all time. Consumers were not receptive to the new car, despite Ford’s tremendous marketing efforts including an increased network of dealerships, creative teaser ads, and exclusive TV shows. Ford invested $400 million in the development of the Edsel, in the end, the company lost well over $350 million on the venture.

Some attribute the car’s failure to its unattractive styling. Edsel’s trademark “horse collar” grille was not in synch with the trending of consumer preference.

Part of its failure was due to confusing pricing segmentation. Consumers had a hard time understanding where the Edsel was positioned among Ford’s other models. Edsel was not priced, marketed, and perceived as a unique car; rather, it cannibalized Ford’s other offerings.

In addition, the changing economic condition and the shifting landscape of the automobile market at the time worked against the introduction of Edsel.

In the end it can all be attributed to Ford’s failure to listen to and understand the consumer.

Today there is little excuse not to listen to your customers. Online research has brought down costs and enabled faster turn around for both quantitative and qualitative research. RSS and Web/Screen scraping tools together with text and data mining allows us to process thousands of comments from the web or call center logs quickly and accurately.

- Tom

[Post to Twitter] 

Tags: Anderson Analytics · CRM · Customer Satisfaction · Market Research · Marketing · PR · Price · Promotion · Tom H. C. Anderson · quality

2 responses so far ↓

  • 1 Duncan Stuart // Aug 20, 2010 at 11:47 pm

    Yet the Edsel was one of the most researched new launches in history. They employed unparalleled budgets for qual and quant studies - many of which were innovative and quite sophisticated. So it isn’t quite true to say that Ford never listened to the customer. They listened all right, and either they asked the wrong questions, or the public answered the questions without being given opportunity to really offer their actual sentiment. They agreed to point x, point y and point z - but they were enver asked, as a whole, what they thought of that pug ugly vehicle.

    Ford’s designers, incidentally, were briefed to come up with a design that could be recognised from a whole block away. They were right on the money.

    The horse collar grill of course has since been employed by Audi on their most recent range of vehicles. And it still looks ugly, 50 years later.

  • 2 Tom H C Anderson // Aug 21, 2010 at 9:41 am

    Thanks Duncan,

    We had other posts here, but they were deleted when we upgraded out blob platform 2 years ago.

    Anyway, if I Recall correctly thre were some personal emotional investments tied to Edsel as well. So its not surprising that if objective of research would be to prove3 success that it did.

    What’s sad Is that research is so often done only to give the nod to an idea which has already been approved. Politics were involved as usual, and in 1960’s there would have been far less likely to be many nay sayers around (Hofstedes Power Distance would have been much more powerful in the 60’s than it is in today’s America).

Leave a Comment