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Never waste market research

Usually when we do some market research, there are some basic questions which we feel obliged to ask, while knowing that the answers won’t be that revelatory. There are also some where we think we know the answer, but just need to get some numbers. In other words, we’re not going to learn much from the results. Should we just file away results which are intuitively obvious to us? No, never waste data. The findings might still be interesting to other people, and could form the basis for some good discussion content which helps position us as an authority in the field.

Some businesses come at this from the other end, creating market research projects which are primarily designed to generate trend reports for publicity purposes, but which take the opportunity to dig up some results not for sharing.

What data do you have that isn’t proprietary but could form the basis of some great content?