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.