Subject: Re: using market research From: slainson@rmii.com (Suzanne Lainson) Date: Wed, 23 Oct 1996 19:08:20 -0600

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>As a small, undercapitalized entrepreneur on the net, I've never done a
>market study.  For one thing, I can't afford it.  But I've been around
>such studies a lot, and I think they are frequently not valid where
>really innovative ideas are involved.  I don't mean this as an
>anti-intellectual statement; I'm in favor of knowing everything that can
>be known.  But all the studies I know of are based on what people say
>they would do, but when it comes down to it people often do things that
>surprise themselves.  They will, for example, pay for things they never
>thought the'd pay for, and be fascinated by subjects they thought they
>had no interest in.  In journalism, as in show biz, if people can imagine
>a thing it's probably been done.  What people really want is something
>totally off the wall and unpredictable and that is fun and fascinating.
>And that kind of thing doesn't come out well in a survey.

Some businesses operate on the assumption that the best market research is
to put the product out there and see how successful it will be.

I don't really expect most web publishers to have done research. But since
we are talking about the future of the web and the importance niche
publishing will play, I was wondering on what we are basing this on.

I'd like to know more about the numbers of people various niche topics will
attract. And whether those numbers will be sufficient to attract the
interest of various web publishers.

Suzanne

Suzanne Lainson         SportsTrust             Integrated Marketing
slainson@rmii.com       P.O. Box 2071           Sports and Event Marketing
303 473-9884            Boulder, CO 80306       Online Marketing
For a free subscription to "Sports News You Can Use," send me an email.


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