The Research Gap: Five Measurement Failures That Are Quietly Undermining Your Consumer Intelligence
Most businesses believe they understand their customers — until a product launch fails, a campaign misfires, or a competitor steals market share that all the data said was secure. The uncomfortable reality is that widely used market research practices contain systematic blind spots that distort business decisions at significant cost. Drawing on Ipsos methodological frameworks and documented case evidence, this piece identifies five critical failures and outlines how organizations can close the g