"Akio Morita, co-founder and CEO of Sony and the man who made the Walkman vision a reality, says in his autobiography: ' I do not believe that any amount of market research could have told us that the Sony Walkman would be successful, not to say a sensational hit that would spawn so many imitators.' Back in 1979, Sony famously ignored all of its market research advice, and launched the Walkman. All its street-level market research had shown conclusively that people didn't want the Walkman. The idea of fixing two speakers into their ear-holes, within an inch of their brain, just didn't appeal at all. They had no experience of anything like this; they told Sony that the idea was a bad one. They said they wouldn't buy the Walkman.
Before the launch of the first Walkman, Sony gave a prototype to 100 people to watch how they used it - much more powerful than asking them how they would use it. This research uncovered product benefits that Sony then focused on when advertising and positioning the Walkman. For instance, people were very surprised at the quality of sound, so that became a key advertising message.Most importantly the research showed that once people started using the Walkman, they fell in love with it. It became indispensable.
Asking people 'Would you buy a personal stereo with in-ear headphones?' got a negative response; but once people got the Walkman in their hands, they were hooked."
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