Market research is a compass, not a GPS.
Market research is designed to provide orientation, not to abdicate the responsibility of leadership. While respondents can offer invaluable insights into their current needs and frustrations, they lack the strategic context, vision, and long-term business objectives that define your organization.
Relying on a survey to settle a business dilemma is a dangerous shift from being customer-informed to being customer-led by individuals who do not bear the consequences of the decision. True management excellence lies in synthesizing market data with professional intuition to chart a course that respondents couldn’t possibly imagine.