Today, a LinkedIn post caught my eye—a colleague in market research is gathering memorable, funny, and challenging stories related to our field for a book she's writing. Intrigued, I decided to share an anecdote of my own, one that happened years ago but still makes me smile. I hope it brings a laugh to you, too.
The year was 1997 or 1998. I was about 27 years old and working as a marketing consultant for a firm specializing in tourism. One day, I attended a lecture on specialized market research techniques, delivered by the General Manager of a globally renowned pharmaceutical manufacturer.
The auditorium was packed—around 200 people, 80% of whom were middle-aged men. The speaker began his presentation with a slide showing nothing but a bottle of Viagra, the now-iconic little blue pills.
There’s something inherently likable about Americans speaking your language. Maybe it’s the charm of their accent, or the effort they put into communicating—it’s hard to say. But from the moment this speaker started talking, the audience was engaged. That said, no one was prepared for what came next.
The speaker addressed the room, asking for volunteers who had used Viagra to participate in a market research survey. The response? Total silence. The question wasn’t offensive—it was delivered with humor and charisma—but the room of middle-aged Spanish men was frozen in embarrassment. Undeterred, he doubled down:
“Let me repeat, in case someone didn’t hear me. I’m the Product Manager for Viagra, and I’d like to conduct a survey about its use here in Spain. So, could you please raise your hand if you’ve ever tried it? I’d just like to ask you a few questions about your experience.”
The silence deepened. You could cut the tension with a knife. Meanwhile, I—27 years old, and one of the few women in the room—couldn’t stop giggling. The mix of discomfort and absurdity was just too much.
The speaker pressed on. “I don’t understand this at all. Pharmacies in Andorra are running out of stock—Andorra, by the way, is right next to Spain, and at that time Viagra wasn’t available here. Rumor has it Spanish men were flocking there to buy it. There are even headlines in Spanish newspapers asking, ‘Where did our "macho ibérico" go?’ And yet, here I am in a room full of middle-aged Spanish men, and not a single one of you has used Viagra? Should I go back to my CEO and tell him, ‘Sorry, sir, there’s no market for Viagra in Spain’? Because if that’s the case, I’m probably out of a job by next week!”
Delivered in perfect Spanish, with a thick Californian accent, and wearing a sharp suit and tie, his comedic timing was impeccable. The audience was stunned, and the situation was both hilarious and painfully awkward.
Of course, this wasn’t just a joke. The speaker had a point. He used this bold, humorous example to illustrate a key lesson: conventional market research doesn’t always work. For certain products—Viagra, toilet paper, condoms—people are reluctant to share their experiences openly due to embarrassment. This applies to other areas too, like medications for conditions people don’t want to admit they have. He mentioned rhinitis treatments, noting how some people hesitate to acknowledge their allergies.
To address these challenges, he explained how his team used unconventional techniques, like creating more relaxed focus group environments. For instance, instead of sitting around a formal table, participants would be encouraged to take off their shoes and sit on the floor, fostering a casual atmosphere where they felt comfortable sharing.
Even now, I can vividly recall the slides from that presentation: pictures of people sitting cross-legged on the floor, chatting openly. It was an unconventional approach, but an unforgettable lesson. Twenty years later, I still remember every detail!