Research does not exist to support a theory. Or as a political support structure. Good research will tell a lot about what you need to know about your customers. How they feel about your brand, your products and services.

Interestingly enough, having designed and implemented dozens of qualitative and quantitative research programmes over the years, we now find that the right use of social media (or more accurately “Community Development”) generates more honest and unfiltered research information than your business has ever seen.