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Do we need cars or faster horses?

Do we need cars or faster horses?

 Henry T Ford famously had no interest in market research and relied only on his genius and single–mindedness in his pursuit of building and democratizing cars.

“If I’d asked people what they wanted they’d have asked for faster horses” he quipped.

He didn’t need data – he needed to lead.

In this post you’ll discover:

  • why we should never slavishly respond to data in isolation
  • why research is about understanding customers, not getting them to give us the answers
  • how Facebook has used data to respond to negative user feedback
  • how data can support the right strategy.

Read Gareth Dunlop’s thoughts on You lead data, it doesn’t lead you, first published   January 2013

By Gareth Dunlop

Gareth formed Fathom in 2011 and has been in the business of design performance for over two decades.

View more insights by Gareth

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