Abstract:

"Nobody had any need of the phone before it existed". Thus, what could be in such a new field, the contribution of market research? How can we imagine what the good ways to investigate are and forecast what the key factors for success in the launching of an entirely new product will be? How can we explain, for example, that the very famous "smart card" has got till today so few applications, or that all the solar devices marketed a few years ago were a failure? Market analysis is able to give answers to such problems provided that it uses specific methods.