The Most Common (And Dangerous) Market Research Mistake

by Jenny on March 7, 2014 Comments Off on The Most Common (And Dangerous) Market Research Mistake

Market research is an invaluable tool to gain a better understanding of whom their customers are and what drives them. But your data is only as good as the interpreter. When we interpret customer feedback, or data from surveys and focus groups, it’s our natural tendency to interpret the data in a way that is consistent with what we believe ourselves. As the data rolls in, we want to blurt out, “I knew it!” or, “I told you so!” Rarely do we look for other ways of viewing the data, particularly explanations that might prove us wrong. To get the most out of analytics, surveys, and statistics, approach them with an open, unbiased mind.  For more insight on this topic read this article.


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Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

JennyThe Most Common (And Dangerous) Market Research Mistake