Research surveys are an indispensable part of making customer-first decisions; however, hard-to-uncover gaps in research quality can lead businesses down faulty paths. The well-worn mantra "garbage in, garbage out" takes on new significance in research methodology – a truth that's often acknowledged but rarely deeply examined. Imagine the cascading consequences of including respondents in a study who have no genuine connection to the brand or category: each false data point is like a small crack in a foundation, potentially causing an entire strategic structure to crumble.

You don't know what you don't know – and in the world of market research, this knowledge gap can be expensive. The unseen biases, the undetected inaccuracies, the subtle distortions that slip past cursory review can lead businesses down entirely wrong paths, resulting in misguided product development, ineffective marketing strategies and missed market opportunities.

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