Take Research Results To Heart

Let their bountiful table become a snare, a trap that makes them think all is well. Romans 11:9

If you’re planning to conduct some market research, heed Paul’s warning and avoid the arrogance of success.

I’ve watched healthy organizations sponsor comprehensive market studies only to ignore findings that didn’t support predetermined assumptions. Since they were doing well, they argued with results that indicated a need for change in the status quo.

The purpose of conducting research is to find out what you don’t know.

If findings support your current plans, you have cause to celebrate. If they don’t, celebrate even more, because a light has been turned on in the darkness.

Paul quotes from Psalm 69 when describing people who have all the evidence they need to make an informed decision but refuse to accept the facts. He describes them as being in a deep sleep, with their eyes shut and their ears closed.

If you’re wise enough to sponsor research, wake up and pay attention to what it tells you.