What I was happy to see pointed out by Mike Arnett, president of Canadian Tire Retail, in the Financial Post was that when they conducted their research, about adding food as part of the mix, the people asked didn't think it was a good idea. Even with this feedback they went and began testing it in their stores and are seeing positive results.
In my work at CPG I have seen ideas cancelled because of market research. Although I know having a success in consumer packaged goods is a challenge, I am disappointed by some companies reliance on the research to the detriment of their own business skills. Certainly research is one input into the process (where you can afford it) but it is an input!
Often times the runaway successes are for products that you would never predict....think the hoola-hoop, the pet rock, mood rings, etc.
See also the article in the Financial Post!
http://www.financialpost.com/most-popular/story.html?id=2602820
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