Market research is often more focused on what matters to the business than what matters to the customer – and therein lies a major problem for many businesses that profess to be customer-led, according to an industry figure.
Questions like ‘would you recommend our service?’ are simply about shifting arguably irrelevant NPS scores; questions like ‘what stops you living the life you want to live?’ are rarely if ever asked.
“A market researcher bringing inconvenient truths is more likely to find themselves in an argument about the methodology than an impassioned debate about innovative new ideas,” notes John Sills, partner and managing director at The Foundation, in a WARC Best Practice paper, Creating breakthrough propositions around inconvenient truths.
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