Reference no: EM133462045

Question

NILL Audio is a manufacturer of high end home entertainment systems. They've been the go-to company for over 40 years in turntables, amplifiers, speaker and CD units. Much of this market has been overtaken by streaming and so NILL is planning Bitdek, their streaming player, to help capture a whole new group of customers. The market research looks excellent as existing customers are very enthusiastic about the product. The team is excited as they believe passionately in high quality audio and the future of streaming. Indeed, at the last meeting there was no disagreement whatsoever about the strategy or roadmap. The launch of Sonos and other devices has given them confidence that the product will be a great success.

Despite the enthusiasm in the Bitdek team, others from the older parts of the business are more sceptical. They believe that this is a market where NILL does not have expertise and caution is needed. The Bitdek team are unimpressed by these views from, as they regard it, yesterday's people.

Comment on the effectiveness of Bitdek team's research and how might you improve their decision making.