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PART II: INSIGHTS, NOT JUST INFORMATION
The purpose of marketing research is identifying
'profitable insights, not just pointless information.'™ To
actually achieve this objective, the data must be valid and comprehensive,
and the collection method must be empirical and scientific.
The first and foremost aspect that
overshadows all else in paramount importance is the research must be
objective!
Impartial information is arguably
the basis of all scientific progress in all human endeavours and the basis
of all truth and justice in society while its absence is stagnation &
corruption.
Research compiled with a bias isn't worth
the paper it's written on. If you're going to engage in this type
of fabrication, you might as well save yourself a lot of time and money; just sit
down with a pen and pad, and scribe down whatever you want to be true and
call it research.
While this work of fiction will make you
happy – glowing with confidence and overflowing with enthusiasm that your
product will someday dominant the world – it is all a great big lie.
While this ignorance may initially be "bliss" ... you won't be so
blissful later filing for bankruptcy.
Breaking Free From The Frame:
The temptation to see what you want to see
can be overwhelming. Even if you sincerely want to uncover the truth,
overcoming your own preconceptions is a formidable obstacle because of the
inherent difficulty of seeing a painting when you're inside the frame.³
For this reason, I strongly recommend
that you recruit an independent and impartial Marketing Consultant to
collect the research for you (or at a minimum provide independent
conformation of your own findings).
Just make sure that they are
objective, honest, painstakingly thorough, and technically competent else
they may do you more harm than good.
Ensure it is somebody whom you trust their judgement to
discern the truth, their forthrightness to honestly tell you what they
actually think even at the risk of your anger and disapproval (versus simply
telling you what you want to hear hoping to get more business
from you in the future).
After you understand the 'why' and 'how' of research, you can move on to
identifying exactly 'what' information you need. |
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