Faris Yakob: All Market Research Is Wrong

Faris Yakob: All Market Research Is Wrong

The advertising planning expert argues that research should never be considered 'true.'

Piers Fawkes, PSFK
  • 21 october 2010

Faris Yakob argues in a recent article on his blog that while the idea underlying all market research seems to make sense, under examination, it does not. The advertising planning expert says:

In essence, the foundation of market research is that, by asking lots of people questions, or asking a smaller group of people more in depth questions, we can gather dependable insights into why they buy what they buy, and whether or not they will buy something in the future, perhaps after having seen some advertising.

I don’t believe this is true.

Yakob goes on to argue that research cannot be considered true because people don’t know why they do what they do; and the gulf between claimed attitudes [and intentions] and actual behavior is vast.

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