I’m still relatively new to market research compared to my colleagues and most of the industry folks I interact with. As a result, I often have a different perspective. Part of my job is to stay tapped into the pulse of market research. This involves reading a lot of blogs and industry news and reports. One thing that I’ve struggled to understand is the negativity surrounding the industry. I swear every other post I read is negative. Here are a few of my most recent favorites (all I had to do was scroll though some of the most popular Linkedin groups to find these).
- “Surveys are dead!”
- “Focus groups are dead!”
- “Why Market Research is failing at innovation”
- “Corporate Procurement is Killing Market Research”
- “Market research needs to adapt or die!!!”
Ok I made that last one up but you get the point. I figured the best way to understand this issue was to directly ask people. Surprisingly, the people I asked jumped at the opportunity to weigh in on this topic. It felt like they were releasing weight off their shoulders.
To protect the people who gave me their honest opinion on this potentially controversial topic, I will not mention anyone’s name. However, I will say that I talked with some of the most influential people in the industry.
The following is not a collection of my own opinions on this topic, but rather I did my best to categorize the opinions of some of our industry’s most esteemed voices. So what's the reason behind all this negativity in market research?