Research Results Drawn Into Question
Posted by Universal Ad at Wednesday, November 28, 2007 4:51 AM and is filed under Retail,Research,Marketing 
We have another RetailWire discussion, this time based on an AdAge article that discusses the catch 22 of market research - "marketers need good research more than ever but either can't
get it, can't understand it or can't accept it. Market research, in
other words, has never been so important. Yet market researchers are as
unimportant as ever -- at least within their organizations."
According to the article, quite often marketers decide to conduct consumer research and then pay little to no attention to study findings because they "generally distrust research and data." Some of that distrust can be tied to the perception that consumers simply aren't telling researchers the truth when being surveyed - "what people say and what they do is different."
Apparently, "there is a general belief [among researchers] that over 50 percent of the research done at companies is wasted." Sounds familiar from the advertising perspective? Most of the discussion participants seem to agree...
Posted by Universal Ad
According to the article, quite often marketers decide to conduct consumer research and then pay little to no attention to study findings because they "generally distrust research and data." Some of that distrust can be tied to the perception that consumers simply aren't telling researchers the truth when being surveyed - "what people say and what they do is different."
Apparently, "there is a general belief [among researchers] that over 50 percent of the research done at companies is wasted." Sounds familiar from the advertising perspective? Most of the discussion participants seem to agree...
Posted by Universal Ad
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