Within the market research community, we have ongoing discussions about whether market research is irrelevant and useless, usually because someone knowledgeable about the field has discovered a poor quality study. Focus groups aren’t scientific, survey panels aren’t probability samples, social media research isn’t representative. To clarify, a well-planned focus group can be scientific, surveys panels will never be probability samples, and social media research will be somewhat representative at some point. In every case, though, the distinguishing feature is that no method is perfect. But, when you put the methods in the hands of an experienced, high quality researcher, you will be sure to get the best possible outcome.
There is no dispute that market research is not a 100% scientific method. But we can easily avoid the quality of scientific research that went into the research shared on “Fake Science.” It’s a shame to hear about the candy corn – that is a favourite of mine.