One of the primary purposes of market research is to establish through primary research (typically through surveys) the behavior patterns of industries (or consumers) over time so to accurately and carefully predict (forecast) future behavior — most of the time research is conducted for the purpose of establishing current and past market size so as to forecast future market size.
Research into consumer attitudes and experience is also important as attitudes and experience have an affect on future market size and can help identify new business models or approaches to market.
Clients benefit from objective research from different research perspectives as long as they are clear on the methodologies used,
There is no right or wrong in market research — there are degrees of accuracy all dependent on the research methodology and the consistency with which it is practiced.
In fact, an insistence on being right and on someone else being wrong indicates a bias — research practitioners should not be trying to confirm their own analysis or prove another researcher’s analysis wrong — setting the research experiment to eliminate (wherever possible) bias is job number one. Falling in love with your own outcome (forecasts) institutes bias — market research, when carefully approached, will deliver a high degree of confidence in the results with the understanding that black swan behavior can happen.
The point is to lessen uncertainty and enable clients to make good or at least better decisions.