I recently posted on a survey sponsored by postage metering company Pitney Bowes and conducted by the market research firm ICR. The survey shows that a large majority of consumers prefer to receive product promotions via regular mail instead of email.
Tim Berry, a well known expert on business planning, points out in his blog that Pitney Bowes has a vested interest in regular mail being preferred over email, and this study is a good example of why you should be skeptical of market research. He covers this in more detail in his earlier blog post, "Mistrust Research". Key quote:
"So here's another planning paradox: research is good because it educates the educated guessing, gives you a fresh look, and adds discipline to assumptions. It keeps us honest.' But research is also bad because it clouds our vision, hides its own flaws, and discourages innovative thinking."
Excellent advice.
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