What are market research groups?

To what extent does Apple use focus groups and market research?

• Answer:

  You can't take the things Steve Jobs said at face value. I am almost certain that Apple have and continue to use market research when developing products, just not in the way that many organisations conduct it. I suspect much of Apple's market research effort falls into the later prototyping and piloting stage, where they will make iterative design decisions based on feedback and user testing. But that's not to say they aren't speaking to people at the point of product conception. This type of transparent and inclusive market research activity is becoming increasingly popular with a larger number of corporations who are transitioning into the software space. Many are realising that designed experience is a vital part of their service. Companies including IBM and GE are putting a greater focus on rapid prototyping and iterative design. Jobs was right that you can't just ask people what they want and expect to go and build it. The job of focus groups and research of that kind is to understand the needs and frustrations consumers currently experience and then develop features which respond to those. This process is very different to expecting consumers to give you the solution. Sure, Apple are the great company of our time and have the most amazing ability to add value to their products through marketing. What's important to recognise, however, is that the iPhone or iPod are highly unlikely to be products of 'eureka moments', instead responding to changing consumer behaviours and lifestyles. Steve Jobs recognised this himself a number of times. (NB: Apple aren't really an innovation company any longer. They're a fantastic marketing machine.) It would surprise me greatly if a company that focuses on the intersection of product design and liberal arts (as proclaimed by Jobs himself a number of times) didn't ever talk to people. How they do that, however, will be a different story. Focus grouping is unlikely. For this kind of company, they're not that useful. I would hedge my bets that Apple involve themselves in more ethnographic study and contextual enquiry. The answer to your question is yes but probably not as many people know it.