1. There are things you can measure and things you can’t.

How much do you love your children? What’s the value of a poem? What is your life worth? Some things just can’t be quantified. In business, we often act as if everything can be measured, indexed and crunched with the numbers. Research can’t predict the kind of cars we will be interested in years from now, how an ad campaign will affect a consumer three months from now, or what the next popular fashion trend will be.

2. Just because you can’t measure it doesn’t mean it’s not real.

In 2003, Advertising Age ran a provocative story about advertising ROI—or the lack of it. The publication said that according to research, “Media advertising does the worst job of any marketing discipline in proving return on investment, and network TV is the worst of those media….”

If network TV didn’t work for advertisers, there would be no network TV. As business people, we know that TV works because it works on us as consumers. We may not be able to measure it with precision, but anyone who recognizes the Mac vs. PC guys, the Gieco Gecko, or the Budweiser Clydesdales can’t deny it. Passing judgment based only on what’s easily measurable is not a good strategy and often has a negative impact on your marketing campaign.

3. The best research is the real world.

The ‘real world’ means; your business meeting people in their everyday-lives. How they react to your promotions after a long day at work, on a Saturday-morning, or at the mall. How do people ‘receive’ your business when they encounter it within their lives.

For any research to be scientifically reliable, every variable other than the one being tested must be controlled. But in most marketing research it’s impossible to control all the variables, which means a certain amount of error is in every study. Where that error lies, and how significantly it affects the outcome, is always a mystery. That’s what makes it so dangerous.

4. People lie.

People tend to tell interviewers, ‘what they want to hear’.

More than twice as many people told telephone interviewers they were weekly churchgoers, while fewer admitted they gambled. People interviewed via phone were also more likely to say they give money to charity, exercise regularly, and brush their teeth twice a day.

Sometimes people won’t accurately describe their wants, needs, or behavior, and sometimes they simply can’t. As David Lewis, chief designer at Bang & Olufsen (BO:DC), put it in a 2008 Wall Street Journal profile, “You can’t go out and ask people what they need or want, because they don’t know.

People often ‘would be interested’, but they never think about it because it gets lost in ‘everyday’ activities or they don’t know ‘it’ exists.

5. If you blindly follow the research, you’ll lose.

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