Tying Market Research to the Whipping Post

tie market research to whipping post

So many articles have been written lately about the limitations of market research. I just read another on Forbes.com.

Market Research? Not perfect? Noooo….

This is an all-too-common ploy to gain readers—by trying to make something that isn’t at all new or controversial sound as if it is.

Of course market research isn’t perfect.
Of course predicting consumer behavior is complex.
Of course sample sources can cause serious headaches.
Of course qualitative research isn’t conclusive.
Of course new technology-infused market research methods are emerging that will augment or replace traditional methods.

Did anyone ever think otherwise?

Given a choice between having a disciplined approach to discovering and measuring customer attitudes and behaviors versus taking wild-ass guesses? I’ll take a market research approach 95% of the time.

Besides (and this may be a bit self-serving), with a little training, many market research risks can be mitigated, new methods applied, and sources of frustration avoided.

And as an aside: I am wary of any consultancies with black box approaches. All I can say is, buyer beware.

Now sing it with me, “Tied…to the whipping post….Tied…to the whipping post…”

[I welcome any and all comments! Every 2 weeks I randomly select a commenter to win a Rockstar Mug: PIC. Next drawing is 10/23.  This week’s winner is Joy Levin—Congrats Joy!!]
  1. Mark Truss
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