Let’s lay this oft discussed issue to rest, shall we?
I have long held and espoused the view that All Market Research is Wrong.
The idea of researching a market makes sense to anyone who is about to invest money into engaging with one, using products, services orcommunications.
However, the basic idea underlying all market research isepistemologicallyspecious.
That is to say, itseems to make sense, but, under examination, it does not.
In essence, the foundation of market research is that, by asking lots of people questions, or asking a smaller group of people more in depth questions, we can gather dependable insights into why they buy what they buy, and whether or not they will buy something in the future, perhaps after having seen some advertising.
I don’t believe this is true.
For two, very simple reasons.
1. We don’t know why we do what we do.
[Focus group discussion of Apple’s 1984]