Market research is wrong most of the time.
As Election Day approached, the opponents of California's Proposition 8 were exulting. polls showed the ballot initiative was heading for a significant defeat. The champagne was put on ice for the celebration as gay marriage would not be allowed in the nations largest and most liberal state. The morning after it was confirmed. Prop. 8 had passed. The opponents were aghast. How could that have happened? Prop 8 opponents wilt after election results in 2008 Very simply, the polls were wrong. In fact, according to studies over the past 15 years , polls are the worst form of understanding popular opinion, either for political of commercial purposes. The studies show that human beings generally don't know what they really want or think at any given moment, Yet organizations continue to rely on them to make decisions on marketing. So if accepted market research doesn’t work, how can a company or organization make those decisions?...