Market Research Is Just Another Way to Talk about Logical Fallacies


Obviously, consumers like your package, your product, your service.

The brand manager said consumers like it.

It’s impossible to prove consumers don’t like it.

Consumers obviously don’t hate it.

Sales are increasing so consumers must like it.

Besides, everyone pretty much agrees it’s a good product.

Fallacious arguments abound but until you have hard data from questionnaires, individual interviews, focus groups, telephone interviews or some other reliable data source to support an argument devoid of fallacies. Until you have that data, you simply can’t know the truth.

At least, you can’t know the perceived truth.


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With nearly 40 years of experience, Canadian Viewpoint is a field and data collection company that specializes in English and French offline and online services. We offer consumer and medical sample, programming and hosting, custom omnibus, mall intercepts, pre-recruits to central location, mystery shopping, site interviews, IHUTs, sensory, product, and package tests, discussion boards, CATI, facial coding, and other innovative technologies. Learn more about our services on our website. Canadian Viewpoint is a founding board member of CRIC (Canadian Research Insights Council) and named on both the 2019 GRIT Top 50 list of Emerging Players and the Women in Research shortlist for Best Places to Work.

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