Consumer Market Research: 3 Limitations You Must Know

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Market research findings are not a complete solution per se as there are many dominant variables inherent within market research conclusions and responses. For instance, having developed ‘insights’ from the research findings on a brand or product, one may be able to identify the reasons behind a product’s less than desirable market presence or share within a particular market segment, but it doesn’t ensure successful formulation of marketing plans and effective implementation. That lies within a separate domain in its own right; that of astute scenario and data analysis leading to business savviness, creativity or innovation and bold vision under the lines of Sun Tzu’s The Art of War. We take whatever findings as they come, perhaps with a pinch of salt even; for they are but information generated for a said purpose, set and derived according to parameters and hypotheses and not to be treated as gospel truth given the high degree of subjectivity and uncertainty posed by the human mind and circumstances that are fluid as they come. One just cannot afford to be rigid or dogmatic in the art and science of MR. Remember: we marketing practitioners are at odds with academics and theoreticians over marketing communications and communication theory models; what more in relation to the ascertainment of research methodology and findings in support of workable solutions to carry the enterprise forward!

We as new age market researchers should be realistic by accepting the limitations follow by improvisation and strive for what we believe in.

This post is prepared by Jonas Lim, an eager learner from Malaysia. Currently pursuing Marketing Certificate from UCLA Edx and undertaking the Social Marketing Specialization on Coursera (https://www.coursera.org/) as well as an undergraduate student at Heriot-Watt University.

You may contact him via email: thiammeng95@gmail.com