Market Research? Come On, This Is Serious!
Omar MahmoudProcter & Gamble, Switzerland
A market researcher is talking to a friend about his confusion as to whether to leave his current employer and start his own business. His friend innocently advises him to practice what he preaches; define the issue. conduct research, gather the data, draw conclusions, and make a fact-based decision. The researcher is astonished and responds: “market research. Come on, this is serious!”
This anecdote illustrates one of market researchers' dilemmas; while the researchers believe in and earn their living conducting market research, they have mixed feelings about...