Embarassing polling misses. New products that bomb with their target markets.
Relentless drive for speed and low cost from clients who assume that projectability is a given.
Declining response rates. Unknown skews of all varieties in online panels. A growing focus on social media insights being treated as projectable to all consumers.
How worried should we be about market research as a dependable driver for decision making? What can astute buyers and responsible vendors do about it?