Validating marketing research
Not many years ago an agricultural engineering company developed an improved rice milling machine.Intuitively a successful product would be predicted, launched with hardly any need for marketing research when the new mill had such obvious advantages over existing products.The agricultural engineering company went through the expensive and time-consuming process of importing the machine into Thailand.They set up extensive distribution and servicing facilities only to be surprised when the mill failed to gain acceptance.
In Thailand, smallholders take their rice to a miller.
Since they do not have sufficient cash to pay for milling their rice they get paid in 'brokens'.
Validating marketing research comments