Sometimes participants don’t have enough data to make an informed decision. Sometimes surveys have confusing language, or slant the questions toward the desired outcome. And participants are prone to saying what they feel they SHOULD say, as opposed to what they really believe.
Limited data is better than no data at all, and market research does have its uses. In our experience, however, basing major strategy solely on market research is, at best, risky.
Contributor: Monica Eaton-Cardone from chargebacks911.com