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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