Announcing, “Think Outside The Survey”, a new eBook from Research Rockstar.
Today, some business professionals dismiss market research. Thanks, in part, to popular books like Predictably Irrational, they have learned that self-reported behaviors and attitudes can be unreliable. But the problem isn’t that all market research methods deal with these realities poorly—the problem is that many people assume market researchers rely exclusively on surveys and focus groups. And while these are great methodologies useful in many situations, they are among the most susceptible to the deficiencies of self-reported behaviors and attitudes.