Often the problem is that companies start market research with the desired outcome in mind. They tend to see only the confirmation of their hoped outcome in the research.
That's the famous confirmation bias, and for market research, it's a real problem.
One thing is setting up a hypothesis for research and then approving or disproving it, but that's rarely the case.
This scenario happens more than you think:
- If the research shows the desired outcome, market research is a great thing.
- If the research doesn't show the desired outcome, market research is a waste of time.
It's so refreshing to see when someone comes open-minded to do market research. Then the best ideas come to life.
That's why we need researchers who keep things as objective as they can be.
Insights people are the guardians of market and customer truth. 🚶🏼