"If you think hiring a professional is expensive, try hiring an amateur."
Market research is about listening to people, analyzing the information to help organizations make better decisions and reducing the risk. It is about analyzing and interpreting data to build information and knowledge that can be used to predict, for example, future events, actions or behaviors. This is where the real skill and value of market research lies.
Research which includes all forms of market, opinion and social research and data analytics, is the systematic gathering and interpretation of information about individuals and organizations. It uses the statistical and analytical methods and techniques of the applied social, behavioral and data sciences to generate insights and support decision-making by providers of goods and services, governments, non-profit organizations and the general public.