At Survey.co.nz we believe marketing research should be designed with the very clear purpose of predicting the consequences of potential decisions.

Often the market research process entails great time and effort in gathering and analyzing information, but much less time and effort goes into evaluating alternative courses of action. All marketing decision making involves predicting the choices people will make in response to various courses of action. Unless your marketing research is designed to help you evaluate alternative courses of action, all too commonly it will answer the wrong questions. For example, you might think that you want to know why people are not buying your product? We think you should ask, what things would entice people to buy your product?

To assist decision-making we combine modelling and analytical capabilities to provide actionable recommendations on choices your business must make: whether it be price levels, promotion methods, media spending, or product decisions. By formulating problems in the form of predicting the effect of various decisions, this means that statements can then be made about the effectiveness of the techniques used to make the predictions, in effect, allowing identiifcation of those technqiues which actually lead to better decisions.