 |
|
|
|
|
|
 |
A panel of reviewers supported the creative process of this paper. I am grateful, and acknowledge both their encouragement and their contribution. I am especially appreciative of Dr. Barry Unger of MIT’s Sloan School of Management, who suggested topping off the paper with "twenty questions" from my earlier writings, and who contributed a powerful quotation. These reviews are shared with permission.
Reviewers "You are making a terrific statement to Boards of Directors. I like what you are doing with the Marketing/Engineering Investment Ratio™. "You really deliver some meat-and-potatoes in your ‘twenty questions’ section. Your approach of proposing well-placed inquiries has real merit. Boards and CEO’s will have to look in the mirror and ask themselves these questions!"
"Extremely well written. Good article. Well reasoned. Sufficiently indicative and persuasive! I like the ‘do lists’ and action items in your 'twenty questions'." This is provocative, extremely interesting stuff. The M/E Ratio™ is a useful guideline for Directors. You have a lot of evidence. Congratulations on teasing out the marketing data from the promoting and selling numbers. A very engaging piece of work."
"Great article. There is something pretty substantial here! I whole-heartedly agree with your thesis that the Marketing/Engineering Investment Ratio™ should be above 1. Market research should be integrated into the product development process. Good reading."
Reaction
"Your evidence of the relationship between market research and success is right on!"
"Every company's President, and every member of the Board, should be required to look at these results."
"Your ’twenty questions' should easily be one of the top checklists anyone who is doing business planning can review against. "The clarity of the thinking behind them, and the clarity of the thinking they instill into the mind of the business planner is impressive. With such help, business planning and marketing depart from the traditional 'fuzzy, touchy-feely' realm into the practice of good, focused, and realistic thinking. "Bravo!"
"We are stunned! We are absolutely blown away by the quality and depth of your scrutiny into the contribution of market research to success. In our 40+ years of combined experience in all forms of market studies, electronic product development, and in technical journalism, we have never seen such a clear, quantitative justification for market research."
|
