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The Importance Of Quality Market Research
We’re often asked to support organisations after something’s gone wrong—a stalled rebrand, a campaign that hasn’t landed, or a shift in strategy that’s lost momentum.
More often than not, the common thread isn’t lack of effort or talent. It’s a lack of evidence at the start. Or, more specifically, a reliance on weak research.
Good research is not a commodity. It’s a strategic lever. And yet, we see far too many businesses choosing research providers based on price rather than value. The problem with this approach is that it’s not cheaper—it’s just more expensive later.
Why Cheap Market Research Fails
Cut-price research tends to be rushed, under-resourced, and stripped of context. The tools might look impressive, but what’s missing is rigour, interpretation, and connection to your objectives. As a result, the findings are often superficial, irrelevant, or misleading.
At Mackman Research, we believe research should challenge thinking, not just validate it. It should reveal opportunities, sharpen positioning, and enable clarity of action. Achieving this takes skill, experience, and time—none of which come from lowest-cost providers.
What to Look For When Commissioning A Market Research Agency
If you’re commissioning research, consider the following:
- Are the researchers taking time to understand your business context?
- Is the methodology robust and well justified?
- Will the findings help you make decisions—or simply confirm what you already know?
Insight should be actionable, defendable, and future-focused. If it’s none of these, it isn’t insight—it’s information.
Invest In High Quality Insight
You wouldn’t choose a surgeon based on the lowest quote. And while the stakes in business may differ, the principle remains: if your decisions matter, invest in the insight that drives them. The cost of getting it wrong is far higher than the cost of doing it right.
At Mackman Research, we specialise in delivering rigorous, insight-led research that empowers confident decisions. If you’re ready to treat research as a strategic investment, get in touch with our team to find out how we can support your next move.
