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Researchers Study "Harbingers of Failure," Consumers Who Habitually Pick Losers 300

AmiMoJo writes: Is your favorite TV show always getting cancelled? Did you love Crystal Pepsi? Were you an early adopter of the Zune? If you answered yes to these questions, researchers say you might be a "Harbinger of Failure." In a study published in the Journal of Marketing Research, researchers identified a group of consumers whose preferences can predict products that will fail. “Certain customers systematically purchase new products that prove unsuccessful,” wrote the study authors. “Their early adoption of a new product is a strong signal that a product will fail.”
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Researchers Study "Harbingers of Failure," Consumers Who Habitually Pick Losers

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  • Firefly (Score:5, Funny)

    by RobinH ( 124750 ) on Monday July 06, 2015 @06:37AM (#50052673) Homepage
    I thought we just called those people Browncoats.
  • by sjbe ( 173966 ) on Monday July 06, 2015 @06:37AM (#50052675)

    Is this just another term for hipsters? People who seek out things that everyone else has dismissed for (usually) good reasons.

    • by hey! ( 33014 ) on Monday July 06, 2015 @06:50AM (#50052753) Homepage Journal

      Is this just another term for hipsters? People who seek out things that everyone else has dismissed for (usually) good reasons.

      No. Because the "good reason" usually is "most people aren't doing that anymore." The article is about things that *never* become cool, not things that were cool in grandpa's day.

      The real problem with being a hipster is that the ideal of non-conformity is inconsistent with the idea of fashion.

    • by SQLGuru ( 980662 )

      My wife has terrible luck with products and she is *NOT* a hipster by any means. She's very particular about things and many of them get cancelled causing yet another search. But I suspect it's her particularities that don't match what people commonly want that leads to their demise (for instance she has a big issue with scents, so finding unscented make-up is important for her --- other people probably don't care and have other priorities).

      • What are some examples of things she's purchased and which got canceled this way? Or other choices she's made which have turned out to be duds?

        Did she buy a Pontiac Aztek?

    • by swb ( 14022 )

      I think you have the concept of hipster exactly backwards. Usually hipsters seem to cluster around emerging trends and often seem to be influential enough that an ironic embrace of vintage/past products often produces a resurgence of that product.

      It's debatable whether hipsters even exist, or whether it's a group that identifies products before they become popular or whether it's a group that's defined as clustering around products that became popular.

      • I think you have the concept of hipster exactly backwards.

        Not really. I'm just querying whether this is a particular subset of the use of the term, particularly with respect to those who intentionally pick products slightly outside the mainstream. If someone bought a Zune in a (lame) attempt to be trendy that would seem to be "hipster" behavior. Buy the unusual product which is likely doomed to failure and look down your nose at people who buy the more mainstream products. More of a social tactic than a demographic.

        Usually hipsters seem to cluster around emerging trends and often seem to be influential enough that an ironic embrace of vintage/past products often produces a resurgence of that product.

        Aside from maybe some tshirts I really canno

        • by schnell ( 163007 )

          Aside from maybe some tshirts I really cannot think of any "ironic embrace of vintage" that resulted in a meaningful resurgence of a product

          How about Pabst Blue Ribbon [qz.com] beer? Or the otherwise inexplicable growth of vinyl record sales [vox.com]?

          True to the nature of hipster-ism, these things will decline again at some point. But the presence of cool tastemakers interested in retro stuff is a real thing that impacts sales beyond just their own ranks. God help us all if these people rediscover fax machines.

    • by rtb61 ( 674572 )

      Cheap ass people who buy stuff on special at end of life expecting miracles ie believing the lies they are told because they want to believe what favours them. That distorts the measure because of course by then many people believe the product is a failure. Now if they were early adopter failure selectors, hmm, now isn't that what early adopters who pick the right product are, people who have figured out what the losing products are and picked the winner.

  • by SLOGEN ( 165834 ) on Monday July 06, 2015 @06:39AM (#50052681) Homepage
    An online summary of a newspaper pay-walled newspaper reporting on an article... quoting the original with sentences like "At least, according to a group of researchers ..." and "n a study published in the Journal of Marketing Research, researchers ...". Anyone have an actual link to the actual paper? I have a nagging suspicion that this may actually be an artifact of how the analysis is done.
  • by NIK282000 ( 737852 ) on Monday July 06, 2015 @06:42AM (#50052705) Homepage Journal

    My Zune still works fine and I'm typing this on a first gen SurfacePro, some products that do their job well just don't sell (in this case because of the worlds worst marketing).

    • by johanw ( 1001493 )

      Most users of windows phone can be added to that list too. Except those where MS-indoctrinated company MCSE's pushed it on them.

      • by SQLGuru ( 980662 )

        Yep. I love mine, but the general populous hasn't bought in........I don't know if Windows 10 will help the situation, but I'm still hopeful.

        • by johanw ( 1001493 )

          We are hearing that excuse since windows phone 7: "but wait until the next version". It will fail too, since running Android apps won't be flawlessly (see Blackberry how that works out) and "universal apps" won't be developed outside MS since desktop users, where windows is large, are not interested in mobile apps but in full-sized desktop programs. The usage stats of the included windows 8 apps were dramatic, even among the windows 8 adepts.

        • You remind me of the Dell rep who insisted that the Dell Phone would wipe out the iPhone with in a year. In 2009.

          • by SQLGuru ( 980662 )

            The Streak was mocked as a phablet and yet here we are.....5" phones are common.

            But I recognize that Windows Phone won't be besting iOS or Android any time soon.....I just want it to be big enough that I don't have to worry about it being killed off any time soon......

    • Re:Zune (Score:5, Funny)

      by Mr D from 63 ( 3395377 ) on Monday July 06, 2015 @06:46AM (#50052739)

      My Zune still works fine and I'm typing this on a first gen SurfacePro,.....

      So, what new products have you bought recently?

    • by Lumpy ( 12016 )

      Notice he is typing it on a first gen surface pro WITH THE KEYBOARD.

      As all generations of the surface are pretty useless without the keyboard. (I own one, I know this as a fact)

      That is why the surface is not a success, Microsoft's inability to get user interfaces right. The hardware is sound and great. It's the steaming crap OS that is installed by default that is the problem.

    • by GuB-42 ( 2483988 )

      I'm typing this on a first gen SurfacePro.

      The Surface Pro was good. The real bomb was the Surface RT. Now that they got rid of it (the Surface 3 is x86) it seems that the sales are picking up again.

    • by hduff ( 570443 )

      My Zune still works fine and I'm typing this on a first gen SurfacePro, some products that do their job well just don't sell (in this case because of the worlds worst marketing).

      Many good products fail. Success in the market often has little to do with the usefulness or quality of the product.

    • by Tipa ( 881911 )

      Do you squirt the social on your Zune? That was the most bizarre thing ever.

  • by JaredOfEuropa ( 526365 ) on Monday July 06, 2015 @06:46AM (#50052729) Journal
    Maybe those "harbingers of failure" are just people who are a bit more persistent in their choices and less fickle, or they are the normal ones: people who pick stuff because they like it, not because their friends do. If a large majority of the population are dedicated followers of fashion, then the remaining group will be over-repesented amongst the buyers of unfashionable items. Watching that group is a great way to predict failure after the fact: if you see a large portions of "harbingers" buying your stuff, then you are probably already looking at slumping sales. That group does not flock to failing products, they are simply the ones left over after the rest has moved on.

    A better way to predict success is to do what some companies are already doing: watch who sets the trend, and follow them.
    • I think there are folks that just buy 'the newest thing' and don't really think much about its real world usefulness. Nothing wrong with those folks, but they are certainly very likely to buy stuff that eventually fails because most new products do fail, and many truly innovative products get outclassed by following products.
    • Maybe those "harbingers of failure" are just people who are a bit more persistent in their choices and less fickle, or they are the normal ones: people who pick stuff because they like it, not because their friends do.

      You're taking this WAY too personally...

    • After reading the actual paper a bit, it seems likely that this is just an outcome of how the market works more than people being good predictors, especially considering this piece of data from the report:

      In Figure 1, we report a histogram describing how long new products survive using the full sample of 8,809 new products. Of these items, 5,301 (60%) did not survive for 3 years (12 quarters). The average survival duration for these failed items was 84.68 weeks, or approximately 21 months.

      If you have a person, who for whatever reason dislikes a big brand (e.g. Uncle Barry drinks Coke and he's a fuck head so I won't drink it) they're likely choosing among products that have a 60% failure rate, which makes it more likely than not that there will be some people who have histories including sev

      • by swb ( 14022 )

        I think your analysis is insightful (...and I would like to subscribe to your newsletter).

        I feel like I either have very strong preferences or none at all. Things that I like I tend to have a kind of complex rationale for why I like them. Cost enters the picture, but only as a tail-end constraint, and usually if the cost is extreme. Generally I'm willing to pay more -- or not buy at all -- because the less expensive products fails my preference rationale.

        This being said, I'm always surprised at the peopl

  • by ihtoit ( 3393327 ) on Monday July 06, 2015 @06:51AM (#50052763)

    I don't want to live in a world where I can't watch DVDs out of the box through Media Center.

  • I'm installing Windows 10 right now, just so that we can watch Microsoft's empire crumble ...

  • by turkeydance ( 1266624 ) on Monday July 06, 2015 @06:56AM (#50052807)
    consumer goods can "come back": Febreeze, for example. http://www.forbes.com/sites/pe... [forbes.com]
  • Comment removed (Score:5, Insightful)

    by account_deleted ( 4530225 ) on Monday July 06, 2015 @07:05AM (#50052841)
    Comment removed based on user account deletion
    • Family Guy and Firefly were more or less sabotaged by politics. The reason Family Guy came back was Fox executives looked at the sales numbers of the DVDs and basically said "WHO THE FUCK CANCELED THIS?"

      Now Family Guy has the opposite problem. Everyone knows the show has run its course (Seth especially), but new episodes keep coming out.

    • If all TV were content on demand, you'd probably see a lot more quality shows and many shows currently on getting canceled.

      Judging by the popularity of the Kardashians I very, very, very much doubt that.

    • by Chris Mattern ( 191822 ) on Monday July 06, 2015 @09:21AM (#50053899)

      Not long ago, Longmire was canceled by A&E for bizarre reasons. It had good ratings and was pulling in a few million viewers. They said "the demographic is too old." Uh, ok, anyone in your marketing department notice that young viewers (ie millennials mainly) are the poorest generation in the market right now?

      The older demographic may have the money, but the common marketing wisdom is that they're set in their buying habits--advertising to them won't generate sales. They want the younger audience, because they feel that that's the one they can hook.

  • What it tells me is that no matter how bad your product is, SOMEBODY (evidently a large percentage) will buy it.

    Hmm....there's a money making lesson here somewhere (if not for my morals..)

  • I am just kidding, I only have Serenity on HD-DVD. Strangely, I could not find any of my favorite series on HD-DVD, e.g. Firefly, Futurama, Odyssey 5, Space: Above & Beyond, Twin Peaks...

  • by phayes ( 202222 ) on Monday July 06, 2015 @07:13AM (#50052887) Homepage

    The people who like Timothy's editing of stories on the weekends & the changes that Dice has been bringing to /.

  • Clickbait (Score:4, Insightful)

    by Hognoxious ( 631665 ) on Monday July 06, 2015 @07:22AM (#50052957) Homepage Journal

    The actual report is in the Chicago tribune, behind a paywall. Fuck that and fuck the idiot who submitted this non-story.

  • by NotDrWho ( 3543773 ) on Monday July 06, 2015 @07:46AM (#50053085)

    I have anti-charisma and whenever I zig, everyone else in the universe zags. If I like something, that means that 99.99% of the rest of the world doesn't. If I hate something, it's probably going to be a big hit.

    Mind you, this isn't just contrarianism. I usually don't even pay much attention to what the rest of the world thinks about something. I only find out after-the-fact that every other human being on planet earth else disagrees with me--on EVERYTHING.

    Want to win a political campaign? Hire me to campaign for your opponent.

  • Maybe you should avoid it.

  • For awhile, I refused to become interested in any new TV shows. I had some shows I loved and they kept getting cancelled one after another (Futurama, Pushing Daises, etc). Meanwhile, reality shows like Survivor kept getting season after season. The one reality show that I liked - The Mole - was cancelled as well. That was the only show where using your brain was rewarded more than physical challenges and backstabbing. I've been slowly getting interested in shows again, but now that we've cut cable it's

  • by Kuroji ( 990107 ) <kuroji@gmail.com> on Monday July 06, 2015 @08:13AM (#50053271)

    There will inevitably be a group of people who seem to always pick things that don't work, it's the nature of huge numbers. If you get a hundred million quarters, you'll find that there are probably close to a million of them that flip tails a dozen times in a row. Human nature would skew this somewhat, but I doubt this demonstrates people who are attracted to trends that fail - more like they're simply not following the mainstream trends.

  • If I really like a TV show there is a great chance it will be canceled. I'm not sure if this applies to consumer goods though. But I think it just because I've got vastly different interests than the average American (just like many of you do as well).

  • I don't know if its my perception or not, but it seems to me that very few products anymore have any persistence. It's not just a question of picking a loser -- it seems like so many products have an initial run and then disappear to be replaced by something else.

    I suspect it's a byproduct of easier product design using computer aided design and the heavy use of contract manufacturing overseas. CAD makes it easy to tweak a design to create the new-car-model kinds of changes or just something different. C

    • Contract manufacturing isn't going to magically make tooling and setup costs just disappear, and some manufacturer isn't going to just eat those and go without a profit. Newer tools (CAD) and processes do make it easier and cheaper to make new designs though. The thing CM is good for is allowing smaller companies to get products to market, because they don't have to have their own factory (which requires a lot of capital), they just pay an existing factory to make it for them. It increases the market siz

  • Pay me to use your competitors' products.

  • I hope this pattern does not hold...I really hate being the kiss of death.

    My last four car purchases were a Pontiac, an Oldmobile, a Mercury and a Tesla.

    The Pontiac Grand Am and Old Alero were good cars. I still have the Mercury Mariner and Tesla Model S.

    And yes, all my favorite TV shows usually bite the dust :-(
  • But doesn't that mean that 'failing' product can capture a potential 13% market share? iPhone market share is somewhere around there worldwide?
  • by PPH ( 736903 ) on Monday July 06, 2015 @10:23AM (#50054415)

    ... moving my Confederate flag printing business offshore to Greece was a bad idea?

  • by SuperKendall ( 25149 ) on Monday July 06, 2015 @11:57AM (#50055365)

    Slashdot is the ultimate mecca for the "Harbingers of Doom", a site literally ripe with people who will vociferously back the worst of products that obviously have no future. In fact I use this very site myself to predict failure for some things, as there are a lot of repeat posters here that spend 24x7 backing future failed products.

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