Given a choice between funding 1 big market research project each year versus a bunch of small ones, I usually prefer the small ones.
Because big projects are risky, slow and yield too much data for anyone to digest. Most of the data gets used ineffectively, if at all.
Small projects have less risk. They get done quickly. Results get shared while they are still fresh. And conclusions can be communicated within the attention span of a busy recipient, so they actually get used.
In market research, small can be beautiful.
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