{"id":13924,"date":"2023-07-14T15:36:13","date_gmt":"2023-07-14T10:06:13","guid":{"rendered":"https:\/\/winnerbrands.in\/?p=13924"},"modified":"2023-07-15T11:50:14","modified_gmt":"2023-07-15T06:20:14","slug":"when-not-to-do-market-research","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/marketing-101\/when-not-to-do-market-research\/","title":{"rendered":"Nahin Nahin, Abhi Nahin &#8211; when NOT to do market research"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13924\" class=\"elementor elementor-13924\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Market Research is a proven practice for deriving actionable insights. Many successful brands use market research as a prerequisite to approving any marketing initiative. From testing new brand commercials to new product launches and from brand positioning to packaging, consumer-market research can give valuable insights that help to make informed decisions and hence increase the chances of in-market success.<\/p><p>However, there are certain situations where commissioning consumer-market research isn\u2019t really justified. By being cognizant of these, marketers can not only save precious time and money but also salvage a nascent idea or initiative.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07a0887 elementor-widget elementor-widget-heading\" data-id=\"07a0887\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">5 situations when commissioning market research needs a rethink<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee201f3 elementor-widget elementor-widget-heading\" data-id=\"ee201f3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">1. When the research objective is unclear\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1980748 elementor-widget elementor-widget-text-editor\" data-id=\"1980748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>There are situations when brands embark on market research with a vague problem statement. There is neither a clear problem statement nor a hypothesis that one wants to test. Generic objectives like \u2018Understand consumer behaviour\u2019 or \u2018Is health food a big trend\u2019- may not lead to an actionable research outcome.<\/p><p>Before commissioning market research, it is important to do some pre-work to identify the critical business questions that research should address and have a line of sight on the actionability of research output. The lack of these indicates that the brand isn\u2019t clear about why it wants to commission a research project. Research, for its own sake, is never a good idea.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-93facbf elementor-widget elementor-widget-image\" data-id=\"93facbf\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"528\" height=\"529\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-2.png\" class=\"attachment-full size-full wp-image-13927\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-2.png 528w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-2-300x300.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-2-150x150.png 150w\" sizes=\"(max-width: 528px) 100vw, 528px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23c9a7f elementor-widget elementor-widget-heading\" data-id=\"23c9a7f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">2. When a cheaper alternative is available\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e6a22a elementor-widget elementor-widget-text-editor\" data-id=\"4e6a22a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Even if the objective is well-articulated, before commissioning research, it is important to understand if meeting the objective requires formal consumer research at all. Remember that not every business question can be answered by consumers, and not every consumer-relevant question requires formal consumer research.<\/p><p>There are many low-cost and potentially more effective methods of addressing business questions. Interactions with field teams on-ground or domain experts, analysis of consumer behaviour on apps or websites, consumer reviews on app-store and marketplaces or a workshop \/ internal ideation session with cross-functional teams can also give valuable insights.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9790596 elementor-widget elementor-widget-image\" data-id=\"9790596\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"670\" height=\"337\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research.png\" class=\"attachment-full size-full wp-image-13931\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research.png 670w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-300x151.png 300w\" sizes=\"(max-width: 670px) 100vw, 670px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9b8f655 elementor-widget elementor-widget-heading\" data-id=\"9b8f655\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">3. When the right stimulus isn\u2019t ready\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e21a62b elementor-widget elementor-widget-text-editor\" data-id=\"e21a62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Even if the research objective and hypothesis are clear, marketers need to be sure that consumer research can really address the objective. Though the market research discipline utilises many cutting-edge tools and methods, even the most robust research methods have their limitations. The output will only be as good as the input.<\/p><p>Whereas in real-world consumers react to a brand in its entirety and not just to the research stimulus, in a research setting, when posed with stimulus and \u2018probed\u2019 about it, sometimes respondents tend to overthink and give feedback that may be far from how they would react as real consumers in the market.<\/p><p>For instance, if a brand is trying to take a call between launching two flavours of breakfast cereals, just orally asking consumers would they prefer chocolate more or strawberry, without actual product tasting, would be a futile exercise. Similarly, in the case of pathbreaking products, asking consumers about their opinion without at least exposing them to a product prototype- no matter how rudimentary- may lead to exaggerated opinions and overclaims that would again paint a wrong picture.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9ac2f1b elementor-widget elementor-widget-image\" data-id=\"9ac2f1b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"574\" height=\"464\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-3.png\" class=\"attachment-full size-full wp-image-13928\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-3.png 574w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-3-300x243.png 300w\" sizes=\"(max-width: 574px) 100vw, 574px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13beac8 elementor-widget elementor-widget-heading\" data-id=\"13beac8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4. When existing research is available\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6587df9 elementor-widget elementor-widget-text-editor\" data-id=\"6587df9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Some brands get into a \u2018recursive research\u2019- where they want to finetune a product or an initiative till it \u2018passes\u2019 the research criteria. They forget that the primary purpose of research is to give guidelines for improvement. Hence, so long as we have taken the learning from research and implemented them, it\u2019s better to avoid successive research for the same purpose unless it\u2019s an organisational mandate or the stakes are too high. Recursive research trap hampers agility, delays innovation and could become a drag on resources and time.<\/p><p>At times, when brand managers or marketing heads change, they commission new research, discarding a recent research work addressing the same objective. This is purely a case of \u2018ego research\u2019, and we all know what purpose it serves.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-47c2202 elementor-widget elementor-widget-image\" data-id=\"47c2202\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"556\" height=\"465\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-4.png\" class=\"attachment-full size-full wp-image-13929\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-4.png 556w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-4-300x251.png 300w\" sizes=\"(max-width: 556px) 100vw, 556px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd912be elementor-widget elementor-widget-heading\" data-id=\"cd912be\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">5. When you are already committed to your product or idea\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-95a1fbf elementor-widget elementor-widget-text-editor\" data-id=\"95a1fbf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>An open mind is a prerequisite for any research. If research to understand the feasibility of initiative X starts with an innocuous but biased question: \u201cWhich brands will initiative X gain share from?\u201d (Note that question already assumes that initiative X will be a success), it is a big red flag.<\/p><p>Before embarking on research, marketers need to ask themselves the question: \u201cWhat happens if research invalidates our hypothesis? Are we ready to go back to the drawing board or make course corrections?\u201d If the answer to this question is NO, you need to rethink commissioning research.<\/p><p>Companies sometimes research a finished product, fervently hoping that it comes back with positive news. But doing research to prove what one is already committed to is an exercise in futility. As Ronald H. Coase, a renowned British Economist, said- \u201cif you torture the data long enough, it will confess to anything\u201d. Hence such an initiative often leads to biases in sample, data or analysis- compromising research integrity.<\/p><p>Also, being committed may not always be bad. Commitment sometimes indicates confidence- and it could prove abundantly useful, provided one is open to learning from the reaction of the market. In such cases, rather than research, it is better to do a soft launch, gauge actual consumer reactions and then make iterative corrections.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b892522 elementor-widget elementor-widget-image\" data-id=\"b892522\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"492\" height=\"484\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-5.png\" class=\"attachment-full size-full wp-image-13930\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-5.png 492w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/07\/When-not-to-do-market-research-5-300x295.png 300w\" sizes=\"(max-width: 492px) 100vw, 492px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-78f9618 elementor-widget elementor-widget-heading\" data-id=\"78f9618\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">In conclusion\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a81c39 elementor-widget elementor-widget-text-editor\" data-id=\"7a81c39\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Consumer Research is a great tool, but it needs to be used discerningly. In an age when marketers are surrounded by tera-bytes of data being generated in real-time, it is important to ask the right questions, develop a clear hypothesis and then check the gaps before embarking on research. Market Research is justified only when it\u2019s done with proper groundwork, clear objectives, optimal stimulus and an open mind- as only then is it likely to deliver actionable insights.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Market Research is a proven practice for deriving actionable insights. Many successful brands use market research as a prerequisite to approving any marketing initiative. From testing new brand commercials to new product launches and from brand positioning to packaging, consumer-market research can give valuable insights that help to make informed decisions and hence increase the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Nahin Nahin, Abhi Nahin - when NOT to do market research - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Market research is a critical and proven component of marketing. 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