The Danger of Market Research

Most of the new brands being launched today are created to serve an existing market leader rather than to create new markets. That is why you get so many me-too products out  there in the market place today.

li9ht Brand Communications is not against market research. In fact, we do a lot of market research in the course of our work but market research alone will not help you create the next big brand. Market research can only tell you the size of an existing market and what customers have bought (or not bought). It cannot help you to create a new market. If you cannot create a new market for your brand, your brand cannot grow. 

The reason is very simple. If you launch a brand that is designed to serve an existing market, that market will already have been dominated by some big players and a lot of smaller ones. It is tough launching a brand into a market that already has so many battle-hardened competitors.(y)