Are You Driving Your Research or is Your Research Driving You?

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As much as I love immersing myself in data and appreciate the guidance and insight it provides, I can’t help but ask: how much research is too much?

A Tale of Two Sodas

In his book, “Obsessive Branding Disorder“, author Lucas Conley compares the launch of Coca Cola’s C2 with the success of Peter van Stolk’s upstart, Jones Soda.

If you’re asking, “what’s Coke C2?” you’re not alone.

According to Conley, C2 launched in Summer 2004 at the peak of the low-carb craze with a major sponsorship of American Idol.

At that time, all the consumer product research indicated a rabid interest in a low carb soda and Coke responded with a multi-million dollar ad campaign to launch C2.

Coke’s C2, as well as the rival Pepsi Edge product, all but disappeared from shelves in about two years. The low carb craze was losing its appeal with consumers and most people didn’t really see the need to have a mid-calorie soda positioned between regular and diet.

While the biggest brand in the world was launching a new product that would secure a paltry 0.4 percent of the marketplace within a couple months after launch, a little upstart called Jones Soda grew its revenues by 70 percent in just two years.

Jones endeared itself to people by putting customer submitted snapshots on bottles of flavors like Salmon Pate, Wild Herb Stuffing and Turkey & Gravy… as well as others like Blue Bubblegum, Rootbeer and, (my favorite) Strawberry Lime.

The Future Will Always Be Difficult to Predict

Research on the front end would never indicate any consumer need for soda that tastes like a Thanksgiving turkey, salmon pate or any number of other Jones flavors that seem more a curiosity than a household commodity. In fact, any advance consumer surveys might have been enough to scare Peter van Stolk out of the idea to launch Jones Soda entirely.

With Social Media there is Still No Empirical Data

Let me be clear: I realize the example above is centered around product research specifically, and for the record I believe in the importance of research; especially marketing segmentation research that helps identify who your customers are, what they care about, and others to be considered for future outreach.

However, with social media specifically, so many companies are still sitting on the sideline trying to figure whether this type of engagement is right for them. Rather than focusing on individuals — people — they focus on the channel, or network. Plus, they seem to worry more about making a big splash out of the gate than learning as they go. Most companies and individuals who have experienced any amount of success with social media outreach can tell you that’s just not how this stuff typically works.

It may be hard to believe, but as we move into 2010, some businesses are still waiting — crunching theoretical numbers focused on specific social networks from years past while others are putting some solid, preliminary segmentation research to good use by getting to work, testing experimental ideas, measuring results, and repeating that process several times over.

Meanwhile, the clock keeps ticking…

In a few years, which companies will be better off? Those waiting for a critical mass, or those working the networks, forming connections and sowing the seeds for a meaningful online presence?

Photo Credit: The Rocketeer
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Tagged as: business, Coca Cola, Coca Cola C2, Jones Soda, Lucas Conley, marketing, Obsessive Branding Disorder, Peter van Stolk, Product Research, Social network