Market Research Myths Dispelled

Here we aim to set straight any misconceptions that often surrounding market research and its discipline.

Dispelling Market Research Myths

It is commonly known that the techniques used by teams of market researchers are all drawn from science and the study of behaviour. Market research programmes should always have these things:

  • A number of objectives to the project
  • A hypothesis to be proved or disproved

Market research comprises of the collection and analysis of data by fully qualified researchers who are able to see and predict patterns from the primary research of data collected.  From these results specific conclusions can be drawn.

Market research is mostly an inexact science because a lot of the time it is a challenge to put any sort of procedures in place to make sure that the data is 100% reliable and accurate. When doing market research, either Quantitative Research or Qualitative Research a market research agency has to rely on very little because it is dependent on views, opinions, insights and knowledge of a select few who have been chosen, this means a lot of the time everyone’s views cannot be heard or collected.

Even if there was a possibility of everyone’s views being taken, market research has a job of piecing together information from the information to gain a true and accurate picture of those different insights on the topics in question.

The fact we can refer to market research as an inexact science  should not put anyone of the method itself.

Market Research – Necessary or Not?

There are few success stories of companies who have relied on former success and expect it to get them through in the future. Success can be both temporary and relative. This is why using a market research company to look at the competitors on your field may well be extremely beneficial and reveals that more needs to be done. For example:

  • Strong growth one year may not guarantee it will be the same in years to come.
  • New threats in the market should always be looked at to keep your company fresh and ahead of the pack.
  • Customers who are long-standing may not always be around and should not be seen as loyal because they could easily move on.
  • Markets are becoming more competitive, now more than ever which is why employing a market research agency would benefit your company.

I have taken CousinsDavis with me to every company I have worked at over the last 11 years. Huge experience and intelligence means they always provide insight and clarity of thought and recommend actions that deliver real results and real increases in profit. They also have the unique ability to both educate and inspire teams of often-cynical employees, whether at board level or the most junior members of the team!”

Katherine Rose
Marketing Director

I take a pretty dim view of most marketing/research companies – too many vast and expensive reports that are never acted on. CousinsDavis are an exception: they have tremendous energy, focus and experience, and every time I’ve worked with them, I’ve come away with real insights that have had a demonstrable and hugely positive impact on the business – and quickly, too”  

Gill Hudson
Editor, Reader’s Digest

Having worked with CousinsDavis on a number of projects, I can highly recommend them. Paul, Liz and their team are insightful, knowledgeable, energetic and great fun to work with. They always deliver strong, coherent and very tangible recommendations based on a healthy combination of thorough research and experienced-based common sense”

Claire Field
Marketing Director, Aunt Bessie's

CousinsDavis bring “best in class” insight delivered on time and always within budget…and are a pleasure to work with. They have proven themselves to be both the most cost effective insight partner we have but also the most valuable in terms of actionable insight for our category”

Jeremy Hughes
Category Director, Quorn

We have been using CousinsDavis to help us with our quant and qual insight work for several years now, and I love their dedication to our brand and in particular their support of my marketing team – nothing is ever too much trouble, they will always go the extra mile for us, and when we want quick turnaround on a debrief or some extra help with additional questions, even long after the report is completed, they are always delighted to oblige. A real gem of a team, I think my team really would be lost without them!”

Mike Cohen
CMO, ghd

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Paul Cousins 07879 495 691
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Some of our Clients

Some of our Clients