Suppose you are going to an unknown place, who would you want to depend on? A nice friend who will never tell you anything you did not want to hear or a friend who will tell you where to put your feet even if you get annoyed? When the risks are high, go with someone who understands the terrain and will tell you the truth.  It is the same in business and research.

When you have to make your marketing decisions you may not know all that is necessary. You may not understand what motivates your consumers or why people prefer the other brand. Get someone who has the focus of presenting clear actionable information so that you could plan what ought to be done. Getting the truth is the most important thing for you in such circumstances. Find a team that has knowledge and do not pull punches. Your skin is on the line.

Your first interest is to understand your consumer or customer’s view. Don’t rely on someone who only reflects the talk in your camp. Remember you may not be as open-minded as you ought to be since you have a stake in the product’s outcome. Get honest feedback about situations not what you want to hear. Don’t be like the emperor who had no clothes but was parading in the streets.  Keep the focus on ‘what is’ and inform the discussions with facts.

The goal is to get accurate information. Great research is like good lighting: it removes the darkness without drawing attention to itself.