- “Market research is complex, you can`t trust what you don't
understand”
- “Research is highly technical our administrative managers
won't be able to understand”
- “You can't see the ROI, is not related to value measures
or tangible results as sales increase, cost reduction or improve
margins"
- “Our industry is complex, researchers won't be able to understand
our business and won't be able to help us"
- “It takes long time - it doesn't work for our kind of business
with fast and constant changes"
- “No one in our industry does it; we are going well, is pointless"
- “Research only confirms what you know - we know what our
clients want"
- “Is important only for sales/marketing - it isn't a tool
for managment"
- “We did research for our own, it didn't help and no one
read the reports"
- “We hired once an agency - it didn't work and we didn't
try anymore"
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