Poll Slams Market Researchers

Shock horror! They're often wrong, and they're often biased, according to a Light Reading survey

September 19, 2001

1 Min Read
Poll Slams Market Researchers

Market researchers are getting quite a pounding on Light Reading’s Research Poll this month. More than 250 people have already taken the survey, entitled Market Research: What's it worth?, and overall, their answer to this question appears to be “Not a Lot”.

Here are the highlights so far:

  • 64 percent of respondents don’t think that market research companies deliver value for money.

  • 44 percent of respondents say market forecasts “often prove to be completely wrong.”

  • 46 percent of respondents think market share figures “need to be taken with a big pinch of salt.”

  • 61 percent say market research firms “often employ heavy-handed sales tactics”

  • 57 percent say market researchers are “not independent enough; the information they give may be influenced by their clients.”

  • A further 17 percent say they’re “a bunch of crooks: they write what they are told to by the people who pay them.”

    Of course, market researchers themselves were free to take the poll, which might explain why a small proportion of respondents - 5 percent - said that market share figures were “usually spot on” and market forecasts were “near enough right”.

    Only 2 percent of respondents went as far as claiming that market researchers were “completely independent and unbiased.”

    If you would like to take the poll yourself, please go to: Market Research: What's it worth?

    — Peter Heywood, Founding Editor, Light Reading

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