How to Convince Stakeholders to Invest in Market Research

Convincing decision-makers to invest in research can sometimes feel like a challenge. Budgets are stretched, priorities compete, and some leaders still view research as a “nice-to-have” rather than a necessity.

But here’s the reality: research is one of the smartest investments a business can make. It doesn’t just generate data – it reduces risk, guides strategy, and delivers credibility. At Arlington Research, we’ve seen time and again how evidence-backed insight turns campaigns, communications, and decisions into measurable success.

So, how do you make the case internally and get stakeholders on board?

1. Start with the business case

Stakeholders respond best to clear value. Position research not as a cost, but as an investment that protects against bigger risks:

• Avoiding failed product launches
• Preventing misguided marketing spend
• Reducing reputational damage from poorly targeted campaigns

Show that a modest investment in research can save multiples of that in avoided losses.

2. Highlight ROI beyond the numbers

Research does more than validate strategy – it adds gravitas.

• Internally, it gives decision-makers confidence.
• Externally, it builds credibility with journalists, investors, and customers.
• Strategically, it unlocks opportunities you might never have considered.

In other words, research creates impact on multiple fronts, not just the immediate question being asked.

3. Address the common objections

Your stakeholders may have concerns. Here’s how to tackle them head-on:

• “It’s too expensive.” → Remind them it’s scalable and saves money in the long run.
• “We already know our customers.” → Stress how fast behaviours evolve, and how assumptions create blind spots.
• “It takes too long.” → Point to modern quick-turnaround methodologies – insights can be delivered in days or weeks, not months.
• “It’s only for big decisions.” → Show examples of how research improves day-to-day marketing, pricing, and customer experience.
• “We can’t act on the data.” → Emphasise that good research doesn’t stop at numbers; it provides clear recommendations stakeholders can use.

By pre-empting these myths, you build trust in the process before objections arise.

4. Showcase proof of success

Nothing convinces like results. If your business has used research before, share outcomes:

• Did a survey-backed PR campaign generate high-value coverage?
• Did customer insight inform a product tweak that boosted sales?
• Did employee feedback highlight improvements that lifted retention?

At Arlington Research, we see this constantly. That’s why so many of our clients return campaign after campaign – the results prove the value.

5. Emphasise the expertise behind the research

And here’s the difference: at Arlington Research, every project is led by a senior Research Director. With decades of combined experience across industries, our team has seen both sides – from the risks of poorly planned studies to the impact of research that transforms business outcomes.

That expertise ensures stakeholders aren’t just paying for data collection, but for meaningful, actionable insight delivered with rigour and credibility.

Build confidence, not just a case

Convincing stakeholders to invest in research isn’t about selling them a survey. It’s about helping them see the bigger picture:

• Research de-risks decisions.
• Research fuels creativity and PR cut-through.
• Research builds credibility and trust.
• Research turns gut feel into gravitas.

When positioned this way, research stops being “optional.” It becomes the foundation for confident, evidence-based business strategy.