Real practical market research the MOMA way
In fact I am part of an excellent workshop run by Victor Higgs on Practical Market Research.
To test his idea, Mercer spent a night in the kitchen of his Waterloo home pouring his fruit, yoghurt and oats concoction into Tesco water bottles, on which he had Pritt Sticked his own labels. After a long night that killed off several blenders, he set up a trestle table in Waterloo and handed out his shakes to commuters for free, in exchange for their email addresses.
Later that day, he sent out surveys asking for feedback. â€śThe positive responses gave me the impetus to quit my job,â€ť Mercer says. That decision led to four months experimenting with recipes, and biking around London train stations looking at sites. â€śI would stand there for hours, counting the number of people who walked by and the proportion who stopped in coffee shops. On one occasion I was chucked out by police for loitering.â€ť
Mercer worked out that he needed a footfall of about 10,000 people between 6.30 and 10am to make the business viable. Eventually he secured a first site â€“ at Waterloo station â€“ and spent ÂŁ10,000 of savings on a van, stall and cooking premises under a Deptford railway arch.