Best PracticesMarket Research

Principles of Remarkable Research: Part 18 of 20

Remarkable Research Isn’t Done in a Silo

Remarkable research projects validate conclusions and enrich context by weaving in additional data sources. Sure, the fresh insights from your thoughtfully executed project are great—but they will carry more power if they are supported by additional sources. Your audience will have much more confidence, and thus be more likely to use your research, if they have multiple data points. Relying on a single source of market insights often feels like having a single point of failure. You want a confident audience!

  • Take a lesson from the U.S. FDA; there are roughly ten clinical trials for each new drug the FDA approves.
  • While you may not find other data sources that directly support your findings, you may find some that provide relevant profiling data for the target population, or insights into related or similar markets, which may support your findings. There is a plethora of secondary research available these days; with a little digging, you may be surprised at what you can find.


[This is the eighteenth article in a series of 20 mini-posts titled, “Principles of Remarkable Research.” Don’t want to miss this series? Subscribe to our blog via email or RSS.]


Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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