Welcome to the home of Noah Brier. I'm the co-founder of Variance and general internet tinkerer. Most of my writing these days is happening over at Why is this interesting?, a daily email full of interesting stuff. This site has been around since 2004. Feel free to get in touch. Good places to get started are my Framework of the Day posts or my favorite books and podcasts. Get in touch.

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When to Market Research

Mark offers up some good advice on when market research is appropriate:

It’s only if – as classical economics and many of our ‘commonsense’ rule of thumb “I’m-just-a-practical-fella” kinds of models assume – individuals are actually choosing independently of each other that you might find asking them what they like about the thing or what they feel etc of some use.

This is something I’ve tried to explain often to folks in reference to brand tags. I won’t add brands that no one knows about because the data you get back will be useless: If people don’t yet have a perception of your brand than asking them will only force a false response.

May 26, 2009