Point of view: The branding of research
Recently, we undertook a project with a lovely market research agency to understand the evolving aspects of the industry and the agency's place in it. Readers of Paid Attention may remember that it contains a chapter entitled "Why all market research is wrong" but also that I didn't say market research wasn't useful. Rather, I said that people rarely know why they do what they do and don't predict their own behaviour well, so claimed responses shouldn't be taken at face value.
We began the project by...