In market research, the process is the most important thing. The first goal of a market researcher should be to eliminate bias so to arrive at an independent analysis that may or may not fit with the beliefs of the client. The goal in doing so is to provide the client with an objective assessment of what is being studied to protect the client from internal bias wherever possible. While it may be uncomfortable when the results of research disagree with internal views, the value of independent analysis is that it forces a rethinking of beliefs as well as offering a degree of protection against the unexpected and potentially costly unknown, as well as the cost of complacency. The very practice of market research tends to neutralize complacency because if the population is set up correctly and enough data are gathered to appropriately represent the population being studied, what you believe becomes unimportant.The rigor of objectivity is what all market researchers strive for in their work.