Market research is like the GPS for your business. It tells you where your customers are, what they want, and how you can reach them. But just like using a GPS incorrectly can get you lost, doing market research the wrong way can lead your business in the wrong direction. Many companies spend time and money on research, only to find out later that their decisions didn’t work out. Why? Because they made common mistakes that could have been avoided.

In this blog, we’ll explore the top 5 market research mistakes businesses often make. We'll also explain how you can avoid these pitfalls, using simple language and real-world tips. Whether you’re a small business owner, a startup founder, or part of a marketing team, this guide will help you make better, smarter decisions with your market research.

1. Asking the Wrong Questions

One of the biggest mistakes in market research is asking the wrong questions. This can lead to confusing answers that don't actually help your business.

Why it happens: Sometimes, businesses are so eager to get answers that they forget to focus on what they really need to know. They may write questions that are too broad, too specific, or even biased without realizing it.

Examples of bad questions:

• "Don’t you think our product is great?"

• "What do you think about our product and customer service?" (This is two questions in one)

What to do instead:

• Clearly define your goal. Ask yourself: What decision am I trying to make with this research?

• Write simple, clear, and neutral questions. Don’t try to lead people to a certain answer.

• Ask one thing at a time. Instead of combining questions, break them down.

Example of a better question:

• "How satisfied are you with our customer service on a scale of 1 to 10?"

Good research starts with good questions. Take the time to plan them well.

2. Talking to the Wrong People

You can ask perfect questions, but if you ask the wrong people, your answers won’t help.

Why it happens: It’s tempting to send your survey to anyone who will answer. But if your product is for young professionals, asking retirees won’t give you useful insights.

What to do instead:

• Know your target audience. Who are you trying to sell to? What are their age, interests, habits?

• Use screening questions to make sure people fit your audience before they answer your survey.

• If possible, use customer data, email lists, or social media targeting to reach the right people.

Example: If you are launching a fitness app for beginners, don’t just survey any gym-goer. Focus on people who are new to working out or trying to build a fitness habit.

Getting insights from the right people makes your research valuable and relevant.

3. Using Only One Type of Research

Some businesses rely too much on one method of research, like only using online surveys. While surveys are helpful, they don’t tell the whole story.

Why it happens: Surveys are quick and cheap, so businesses often stick with them. But they may miss out on deeper understanding.

What to do instead: Use a mix of quantitative and qualitative methods.

• Quantitative research includes numbers and data, like survey results or website analytics.

• Qualitative research involves deeper conversations, like interviews or focus groups.

Example: A survey might tell you that 60% of users leave your app after the first week. But a few interviews could explain why they stop using it. Maybe the sign-up process is confusing, or the content doesn’t meet their expectations.

Using both types of research gives you the full picture.

4. Ignoring the Competition

Focusing only on your own product or service is another common mistake. You need to know what your competitors are doing too.

Why it happens: Some companies get caught up in their own ideas and don’t look outside. Others may feel like researching competitors is not worth the effort.

Why it matters: Your customers are comparing you to others. If you don’t know how you stack up, you could miss chances to improve.

What to do instead:

• Look at competitors’ websites, reviews, and social media.

• Try their products yourself to see what they do well (or poorly).

• Ask your customers what other options they considered before choosing you.

Example: If a competitor offers free shipping and you don’t, that could be why you're losing sales. Knowing this can help you adjust your strategy.

Research isn’t just about your brand—it’s about the whole market.

5. Not Using the Research Results

The worst mistake of all? Doing the research and then ignoring it.

Why it happens: Sometimes the research gives answers people don’t want to hear. Other times, the report is too long or confusing, so no one acts on it.

What to do instead:

• Share results clearly and simply. Use graphs, bullet points, and summaries.

• Focus on the key takeaways and what actions they suggest.

• Make sure decision-makers are involved from the start. If they help design the research, they’re more likely to use the results.

Example: If your research shows customers are confused by your pricing, take action. Simplify your pricing page or add an FAQ. Don’t just file the report away.

Research is only valuable when it leads to better decisions.

Final Thoughts: Make Your Research Count

Market research doesn’t have to be complicated or expensive, but it does need to be thoughtful. Avoiding these common mistakes will help you get clearer, more useful insights that actually move your business forward.

Here’s a quick recap:

1. Ask clear, focused questions.

2. Talk to the right people.

3. Use both data and personal feedback.

4. Don’t ignore your competitors.

5. Turn insights into action.

The next time you plan a market research project, use this guide to check your process. When done right, research becomes a powerful tool to understand your customers, improve your products, and grow your business with confidence.

Need help designing your next research project? Whether it’s surveys, interviews, or competitive analysis, reach out to a professional or research agency. Sometimes, a little expert help goes a long way.

Don’t let market research mistakes hold your business back. At Global Survey, we help brands worldwide collect accurate, actionable insights through custom surveys, global panels, and expert research support. Whether you're launching a new product, entering a new market, or just want to understand your customers better—we’ve got you covered.

Visit www.globalsurvey.gs or email us at sales@globalsurvey.gs to get started with smarter, faster, and more reliable research.

May 21, 2025