Would research have predicted the TV, Hula Hoop or even the computer game?
Research did predict TV but did not do a good job of predicting what it would be used for. Researchers were drooling over the idea of computer games before Ivan Sutherland gave them the means to make “Space War.” The hula hoop was a great idea, and it probably came from somebody watching kids play and noticing the emphasis on rhythm and balance in some play patterns. Research would have helped an entrepreneur recognize the hula hoop as a good idea, although it may not have inspired the invention itself. Not sure if I buy this one. I think the Hudsucker Proxy does a better job of showing the serendipity of discover which seems to be as much related to play than research, more Buddhist. I’m not denying the role of serendipity. But I am certain of the value of research. For example, when Cheskin did research for Pepsi several years ago, Pepsi’s market share in the teen market was about 30%. By learning about segmentation of the teen market and how trends move through that market, Pepsi wa
