Market researchers should be naturally curious as well as born noticers, observers, filers and compilers with enough patience to sit back, observe the gathered catalog of primary data and understand its meaning as if reading a novel. The data should not only speak, it should sing.
In market research practice, the process is more important than the outcome. A focus on the outcome will almost all of the time lead to skewed results.
Working to prove that a client’s market outlook and strategy are correct, that is, coming to the client’s conclusion, will almost all of the time lead to skewed results thereby failing the client. The point is to provide clients with objective, independent analysis without fear of losing follow on business. Saving a client money and time is as worthwhile a result as identifying the potential for increased income.