Does Apple Use Market Research?: Industry Strategists Weigh In

Mary M. Flory
Marketing Researchers
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Key Takeaways
  • Schiller, Apple's senior vice president of worldwide marketing, spoke about the company's approach to using market research, or rather, not using it.

  • They are doing what the industry calls ethnography, meaning that through their Apple stores they watch how people use their devices and see how they interact.

  • He suggests that Schiller could be focusing more on the product development activity and less on customer experience and satisfaction.

 
 
 
 
 

Chalk it up to semantics, bravado or just a plain difference in opinion, priorities or strategy, but there is no misconstruing Apple executive Phil Schiller's statement during the recent Apple v. Samsung patent-infringement court proceedings:

"We don't use customer surveys, focus groups, or typical things of that nature. That plays no role in the creation of [our] products," he said, as originally reported by CNET.

Schiller, Apple's senior vice president of worldwide marketing, spoke briefly, yet candidly, about the company's approach to using market research, or rather, not using it. Historically, Apple representatives, including the late Steve Jobs, have spoken of how the company does not rely on market research in product development.​

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Author Bio:

 
Mary M. Flory
Mary M. Flory is the AMA’s Managing Editor of Magazines and e-Newsletters.
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