Myth No. 1: “Research is too expensive.”

Truth: Research should be viewed as an investment, not a cost. It helps you avoid mistakes that can end up costing significantly more.

Example: A manufacturing company considering the purchase of a new production line decided to test how potential customers would react to design changes resulting from the new line. The test revealed that customers perceived the subtle design improvements as added value, opening new opportunities for product positioning, promotion, and communication.
The decision to invest in the new production line was made with strong, data-based justification and confidence in future returns.

Myth No. 2: “We already know what our customers want.”

Truth: Customer needs change rapidly, influenced by shifts in lifestyle as well as external factors that trigger new behaviors and expectations.

Example: A supermarket chain believed that customers always prioritized the lowest price. Research revealed that a growing number of shoppers preferred sustainable products and locally produced goods, even if they cost slightly more. As a result, the company introduced a “green shelf” featuring eco-friendly products — and increased its turnover.

Myth No. 3: “Social media feedback is enough for us.”

Truth: Social media provides only fragmented information.

Example: A retail company, relying solely on Facebook comments, assumed that customers were satisfied. Research revealed that 40% of customers wanted faster delivery. This insight is critical for ensuring good service — yet it was completely invisible on social media.

Myth No. 4: “Research is too time-consuming.”

Truth: Modern technologies, artificial intelligence, and new digital solutions make surveys and data analysis fast and efficient.

Example: By creating an integrated customer satisfaction and loyalty measurement system where an automated survey is triggered at the final step of the service process, data is collected in real time and integrated with other business metrics.

Myth No. 5: “Research is only for large companies.”

Truth: For large companies, conducting research systematically is an effective way to boost customer satisfaction and business growth because it helps manage complex market data, identify trends across broad customer bases, and support strategic, data-driven decision-making that ensures long-term competitiveness. However, small and medium-sized businesses often gain even greater benefits from research, as they can implement adjustments more quickly and flexibly.

Example: A local restaurant conducted a simple customer survey and discovered demand for a vegan menu, which increased its revenue by 20%.

Take note! Research is not a cost — it is an investment that helps you stay one step ahead of competitors, improve customer experience, and build long-term relationships. Get in touch with us today — we will help you choose the most suitable method, design the research questions, analyze and interpret the data, so your decisions are based on insights, not assumptions.