Research, schmesearch

Research, schmesearch: Does your magazine need a redesign or repositioning? Yesterday, some professionals got together to discuss that topic and, from this report in DM News, one thing seems clear: don’t waste your money on research. I don’t think that’s exactly what they mean. I just think they mean the traditional forms of research don’t help much in this instance. However, the research necessary for a complete understanding of the preferences and sensibilities of your targeted reader is essential, just not obtainable in a focus group in which you hold up boards and say, “whatcha think?”