Three common market research mistakes

1. The decisions that need to be informed by the outcomes of the research haven’t been clearly articulated at the start of the project.

2. The research has been scoped incorrectly. In some instances the project scope has been too limited, not allowing the researcher enough visibility into potential barriers to the acceptance of the product in the marketplace. In other instances the research has been scoped too broadly, not allowing the researcher enough focus into any one section of the protocol to gain useful data from the research.

3. The parties requesting the research don’t use it once it’s done, either because they can’t figure out how to make sense of it (which is a problem from the researcher/ vendor’s side in my opinion) or because the group commissioning the research has learned something that they don’t want to hear and don’t want to deal with it.

Categories: Market research