Market Research Myths That Could Be Costing You

At Arlington Research, we hear the same concerns from businesses time and time again when it comes to investing in research.

“It’s too expensive.”
“We already know our customers.”
“Research takes too long.”

Yet, across our careers, we’ve seen countless clients come back campaign after campaign, precisely because research has proved its worth. When research is done well, it consistently delivers insights that save money, shape strategy, and strengthen brands.

And here’s the difference: at Arlington Research, every project is led by a senior Research Director. With decades of combined experience across sectors, 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 every project delivers meaningful, actionable insight.

So, let’s look at some of the most common barriers and misconceptions around market research – and why they don’t hold up.

“Market research is too expensive”

It’s true that research requires investment. But it’s a mistake to see it as a cost.

The reality:

• Research helps avoid much larger financial losses by preventing misguided strategies, failed products, or campaigns that don’t land.
• Research can be scaled to fit most budgets, from large-scale international surveys to smaller, targeted projects.

Put simply, the right insights nearly always pay for themselves.

“We already know our customers”

Internal teams are often confident that they know their audience inside out. But customer behaviour evolves quickly. What worked last year might not resonate today.

The risks:

• Internal knowledge can be biased or limited to specific perspectives.
• Without fresh data, decisions are often based on assumptions.

The benefits of research:

• Reveals hidden insights and unexpected trends.
• Validates assumptions with evidence.
• Highlights underserved needs and opportunities.

Even loyal customers change. Regular research keeps you aligned.

“We’re too small for market research”

Many smaller businesses assume research is only for big brands. That’s not true.

In practice:

• Research comes in many forms and sizes.
• Even speaking to a small group of customers can provide enlightening feedback.
• Smaller businesses can actually benefit most – agility means they can act on insights faster than larger competitors.

Knowledge is a competitive edge, no matter your size.

 “Research takes too long”

Speed matters, and so does quality. Some businesses fear that research will slow them down.

The reality:

• With modern methodologies, we can deliver quick-turnaround insights.
• The real time investment is upfront: making sure the questions are right.

Skipping research to “move faster” often backfires, leading to:

• Rework
• Failed campaigns
• Product launches that miss the mark

Taking the time to get research right saves time in the long run.

“Market research is only useful for large-scale decisions”

Research isn’t just for multi-million-pound product launches or national campaigns.

It can also:

• Optimise day-to-day marketing messages
• Improve customer experience
• Inform pricing strategies
• Provide benchmarks for employee satisfaction

Big or small, research strengthens decisions at every level.

“We can’t predict the future”

No, research isn’t a crystal ball. But it is a lens on what’s coming next.

• It identifies trends and behaviours that point to likely future scenarios.
• It helps businesses prepare for a range of outcomes.

While we can’t predict the future, we can make smarter bets about it.

“We can’t act on the data”

Data without action is wasted. That’s why at Arlington Research:

• All our projects are designed to deliver insights, not just numbers.
• We provide clear recommendations based on findings.
• We work closely with clients to interpret and apply the results.

The goal isn’t to give you data. It’s to give you clarity.

From insight to impact

Market research isn’t about replacing intuition – it’s about strengthening it with evidence.

The reality is this: the businesses that thrive are the ones that invest in understanding their audiences, validating their decisions, and staying open to new insights.

And with Arlington Research, you’re not just getting data collection. You’re getting the support of a senior team of Research Directors who bring experience, rigour, and strategic understanding to every stage of the process.

That’s why so many of our clients come back, campaign after campaign. Because they’ve seen the value first-hand.

Turn findings into influence. Talk to us today.