Market research in the publishing industry

The publishing industry, a major industry on its own, looks at market research differently than many other industries. The decisions of this industry can’t be changed or altered once a final product of theirs is done. They produce many more items a year than many other industries, and often on much smaller margins. Rachelle Gardener recently took a look at this on her blog.

Instead, their market research is done for them. Publishers looking to do market research in their field simply have to look at pop culture and trends, and note what is most desired by their readers.

She concludes the article with a quote from Mark Cubin:
“The best way to predict the future is to invent it.”

Are you monitoring trends in addition to market research to develop your new products? How important is it to develop something that reaches far beyond what your consumers are asking for in market research?