Debunking the “Faster Horse” Consumer Research Myth

“If I had asked people what they wanted, they would have said a faster horse.” This Henry Ford quote is often used to argue against investing in consumer research, implying that consumers can only envision improvements to existing solutions, not breakthroughs like the automobile. Having frequently heard this rationale throughout my research career, it always made me want to roll my eyes. So, you can imagine my delight when attending a recent industry conference, a leader from Ford clarified that this quote is not what Henry Ford said. A true statement attributed to him is much more forward-thinking: “If you don’t think of the future, you won’t have one.”

The Misinterpretation of Consumer Insights » This clarification is pivotal as it highlights a common misconception about market research — that it merely captures what consumers say they want in the present. The true power of consumer intelligence lies in its ability to foresee future needs and challenges. Rather than simply reacting to today’s demands, it’s about uncovering consumer perspectives to envision tomorrow’s opportunities.

Debunking the Myth » This is the essence of debunking the “faster horse” myth: understanding that effective consumer research isn’t about asking consumers what they want, but about interpreting their needs and behaviors to meet future demands. With this forward-thinking approach, we are not just collecting data; we are creating a roadmap for transformative success. The rest of this post will provide support and examples to reinforce this point, demonstrating how a forward-thinking approach to consumer research challenges this myth and can lay out a roadmap for transformative success.

Consumer Intelligence as a Catalyst » Consumer intelligence serves as a powerful catalyst to shape branding, innovation, and communication strategies. I believe organizations are filled with smart people who can make good decisions. However, when those decisions are backed by a deep understanding of consumer drivers and motivations, business decisions become targeted and more effective. Consumer insights allow brands to fine tune their offerings, guiding them to hit the bullseye of their target audience’s needs and desires. Instead of merely pushing out goods and services, companies can create a compelling consumer pull that more effortlessly attracts customers.

The Art of Our Trade » The tools of our trade — surveys, focus groups, and consumer conversations —might seem like commodities as they are offered by a multitude of providers, but the real distinction lies in execution and technique. The magic of consumer discovery is in how questions are posed, what you hear — or sometimes not hear — and how observations are interpreted. It takes a skilled strategist to identify and connect the dots that others may overlook. This ability to derive profound insights from seemingly routine data is what sets apart an exemplary partner — transforming basic information into powerful, actionable implications that drive growth and innovation. With the right expertise, consumer intelligence transcends data collection, becoming a critical driver of business success.

Insights with Impact » I want to arm you with stories that debunk the “faster horse” myth. Even if consumers would have asked for a ‘faster horse,’ I would challenge they were truly expressing a deeper need to solve a transportation pain point — the desire to reach their destination more quickly. This showcases the importance of identifying the real issues consumers face. I’ve witnessed firsthand how the insights and expertise of my colleagues have made a substantial impact to brands, and I’d like to share some examples. While I need to be somewhat vague due to non-disclosure agreements, I can still convey the essence of how their expertise uncovered consumer-driven insights that shaped successful brand executions.

The Power of Perspective » A children’s TV show in development faced a unique challenge: collecting feedback from its young audience. During discussions, kids mentioned that the main character “needed more friends.” But what did they really mean? Much like the ‘faster horse’ dilemma, this feedback required deeper interpretation. Our researchers, experienced in media programming and understanding children’s perspectives, listened closely to the underlying messages. They realized that the character felt unrelatable and uninspiring to the audience. This insight led to a recommendation for the creators to rework the character, ensuring it resonated more deeply with young viewers. This example highlights the critical role of expert interpretation in deciphering underlying sentiments, transforming literal feedback into impactful content development.

The Power of Observation » A snacking brand sought to boost consumption among its loyal customers. During discussions, consumers shared the food item was a source of joy and comfort, yet not something they ate while in public. Interestingly, they did consume other comparable snacks outside the home. This raised the question: why not this brand? Through keen observation, the difference was identified. Unlike its competitors, this snack had wrapping that accumulated next to the consumer when eating, creating a visible reminder of indulgence that led to feelings of guilt and the fear of judgment from others. Addressing this insight, the brand released a product version without the conspicuous wrapping, resulting in increased sales. This example underscores the critical role of observation in uncovering consumer behaviors that verbal feedback alone might not reveal.

The Power of Prediction » In the holiday season of 2023 retailers would face the challenge of addressing consumer spending habits amid economic strains. Magid’s analysts, using our Ad.Vantage platform which identifies consumer attitudes as they evolve in real time, uncovered a pivotal trend: a growing preference for digital installment payment options such as Afterpay, Klarna, Affirm, and PayPal. This insight prompted the question: how could retailers leverage this shift in consumer behavior? By Cyber Monday, the answer was clear, as Buy Now, Pay Later purchases soared. Retailers equipped with these predictive insights were able to fine-tune their holiday messaging, offering payment solutions that resonated with budget-conscious shoppers. In doing so, they could position themselves as a go-to option for maintaining holiday gifting without immediate financial overextension. This case highlights the crucial role of data-driven foresight in preemptively navigating consumer needs and enhancing marketing strategy.

Consumers Give the Roadmap to Your Success » So, if you are ever told there is no need to talk to your consumers because all they will say is they want a “faster horse” you should reply, “People who only see a ‘faster horse’ miss the deeper insights consumers are asking for that lead to groundbreaking innovations, like inventing the automobile.” Or if you want to be a little snarky, how about “Good point! Who needs insights when we could just throw a saddle on a car and call it a day?”