SUMMARY: Do you make the all-too-common mistake of relying on current customer feedback to decide how to acquire new customers? Last year John Deere (radically) revamped its market research tactics for the mass consumer marketplace, including:
- Hiring a new in-house team
- Changing focus from product-centric to consumer-centric
- Mixing qualitative and quantitative data
The results were fabulous. Deere achieved a 62% market share gain in the consumer mower arena.