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“I really think Market Research makes the difference. You Can´t compare making a decisión based on feelings with making one that´s data-driven. A lot of people confuse experience and knowledge with tactical information. I tell them: “Well, you know all about the business, but don´t asumme you know all about the market.” Sometimes they get mad”
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I know a lot of companies think market research it’s a cost and not an investment. I think is because they really don’t know how to use it, so that takes us to the other side. The ones that DO know how to use it are going to crash the first ones”
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The PG Market Research Integral Process