Researching Your Market

3. Analysing Data Fairly

It is important to be objective to avoid interpreting the results unfairly.

3.1 Keep your distance from any research.

• Do not base market research on the opinions of friends and family. You risk hearing what you want to hear, rather than honest opinions.
• Record any comments from a focus group or you may forget criticisms that would enable you to improve the product or service.
• If possible, hand the analysis over to someone who is not immediately involved in the project.

3.2 Do not take negative comments personally.

• You can often learn more from criticism and improve your business because of it.