Sharing a vision and finding those who support the vision is a large part of company culture. This was ultimately the only passion and drive they needed to share together to get the job done. However, they all shared the same common vision of defeating the Empire. The rebel team which eventually stole the Death Star plans was a make-shift bunch. Lesson 3: Find a Diverse Team, Share a Vision Be objective, be unbiased, and use your market research wisely. Ultimately, these aspirations were his ultimate demise. In Rogue One, Director Krennic (who played a major role in the Death Star project) had aspirations to be a leader. Guiding decisions and strategy through unbiased data is a core value of market research. No matter how bad the news is, the truth must be told. 'I hope the data says this.' or 'I hope they choose Product A.' Market research needs to remain objective. However, regardless of whether you are concept testing a product, evaluating customer service, or testing creative, those involved will have hope and aspirations. The unpredictability of the research findings is what makes research so important. The outcome of a customer satisfaction survey or concept test is largely unknown. Lesson 2: Don't Choke on Your Aspirations This additional work typically sparks new insights and recommendations, and in the case of the Empire, prevent re-work when it blows up because of the inability to uncover flaws. In many cases, you'll go back to the market research to help answer key questions. The analysis should continue to evolve as you develop strategy.

This is even more true with critical projects like the Death Star. This additional time allows a market research analyst to dive deeper into insights and uncover hidden themes. As the industry has progressed to more automated tools, it creates more time to interpret and assess data rather than spending time building charts and graphs. Although I sometimes wish I had a giant claw machine to access old files like on the planet of Scarif, I much prefer the convenience of a few clicks of a mouse to pull a data file and run analysis. Just like rebellions are built on hope, market research is built on data. With this in mind, here are 3 market research lessons from Rogue One: A Star Wars Story. So I suppose it's no surprise I would use my movie-going experience the other night and blend its takeaways into my other passion of market research. Those of you who follow the Drive Research blog might have noticed a few Star Wars Easter eggs in prior posts here or here. It's no secret I am a huge Star Wars fan.

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