Demythicizing Research is a presentation prepared for an Inspiration panel on future of research named Research in Transition: Future Favors Integration, which I hosted at the conference Forum Media 2013 in Prague, Czech Republic.
Ultimately, the aim of this presentation is to take down the FIVE BIGGEST POPULAR MYTHS there are in Research today & draw attention to some of the most important issues that market research is dealing with as an industry.
MYTH 1: The Outcome of Research Comes in the Data File.
MYTH 2: Research is Supposed to Tell Me What Consumers What.
MYTH 3: Answers are Locked in the Heads of Consumers & Research Should Dig Them Out.
MYTH 4: Research is Used for Validation.
MYTH 5: There's Nothing Creative About Research, It's an Analytical Industry.
The message is clear: We need to demythicize research as these false perceptions of what research is have clouded our judgement to the point, we're not able to use its full potential to unlock further opportunities for our clients' businesses.