Statistically significant research is tricky. Rarely is it as simple as asking customers what they want and then having an R&D department make that happen.

More likely, the design of the research project is a byproduct of the need to answer questions related to a potential increase in PROFITS if certain changes are made. Yamaha could, for instance, easily identify a desire for a 76 note keyboard. They already know the cost adder to have 2 SKU's that are similar, price points, etc.

Any research on their part is designed to give them statistically significant data needed to assess way more than customer preferences. They link research data with data from cost accounting, product development...many other departments to decide what to produce.

Think about it. Do you think customers would respond favorably about carefully planned product obsolescence? I'll bet there IS research used to determine the impact of the decision to use planned obsolescence to introduce new models to maximize volume. They know, through their research efforts, how many people they are going to piss off and compare that to the increase in volume and profits they garner by frequently changing models. Just look at the vehicle manufacturers to see planned obsolescence, even, some say, to the extent that components are designed to fail at a pre-determined time or after a planned number of cycles.

My money would be on a belief that Yamaha is completely "bottom line" oriented (not necessarily a bad thing), has decided, based on some pretty good statistics, that the volume and profit is in home keyboards at specific price points and that not introducing 76 note arrangers is the best decision as far as the bottom line is concerned. They know that players who gig out with their products may want changes, but are happy enough with with what they are producing not to "jump ship". They know the size of this segment of the market and have decided their course of action based on some very good market research.

It's just that, as it is in most business situations, the research is focused on issues related to over-all business decisions, not just on customer preferences.

I feel I can comment with some authority on this matter. I have been teaching SPSS and
SAS research methodology at the graduate level for over 25 years and conduct statistically significant research for many large financial and manufacturing concerns, including an international manufacturer of vehicles and one of the largest electrical manufacturers in the world.


Numbers drive the process. And decisions are made to please the board of directors first; customers second.


Russ



[This message has been edited by captain Russ (edited 09-25-2010).]