The Myths Costing You Money - And How Research Fixes Them
Every brand says they put the customer first. But if your strategy rests on assumptions, you’re not being customer-first, you’re gambling. Guesswork is the fastest way to waste budget and miss growth opportunities.
We’ve all heard the same sweeping claims inside businesses:
“People only buy competitors because they’re on promotion.”
“Customers don’t buy from us because we’re too expensive.”
“No one watches TV anymore.”
“Loyalty is dead.”
These aren’t insights. They’re myths. And when they go unchallenged, they start shaping decisions. That’s when the cost really kicks in.
Why Myths Stick
Customer myths often sound like facts. They’re repeated so often they get accepted as truth. The danger? Customers don’t stand still. Their motivations and behaviours change fast. What was true five years ago, or even 18 months ago, may now be irrelevant.
Build a strategy on outdated beliefs and you’ll see campaigns miss, media budgets wasted, and opportunities slip away. Primary research is how you stop that cycle. It replaces assumptions with evidence and puts clarity at the heart of your strategy.
How Research Breaks the Cycle
Marketers should treat sweeping claims with curiosity. When you hear one, ask:
“Where did that insight come from?”
“Do we have up-to-date data to back it?”
"When was this last validated?”
If the answers are vague, it’s time for fresh research. It doesn’t need to be complex or expensive - it just needs to be current and relevant.
The Barriers to Research and How to Overcome Them
So why don’t more businesses do it? Often, it’s down to perceived barriers:
“We already have research from years ago.” Markets evolve too quickly. Old data can’t guide today’s choices.
"We don’t have time.” Lean methods and AI tools can deliver fast, credible insights.
“We don’t have the budget.” The cost of acting without evidence is almost always higher.
“We already know the answer.” Dangerous thinking. Research reduces risk, it doesn’t play politics.
“Our last research wasn’t actionable.” That’s not a reason to stop. It means you need a partner who links insight to strategy.
“Response rates are too low.” Quality beats quantity. The right participants make all the difference.
"It’s too much hassle.” A good agency partner makes the process simple if you’re clear on goals and timelines.
Why it Matters
Assumptions are easy. Myths are convenient. But they cost money.
Primary research keeps your strategy sharp and relevant. It isn’t a box to tick. It’s the difference between flying blind and leading with confidence.
At Ideas + Outcomes we combine research with strategy, so every decision is backed by customer truth. That means:
No wasted spend
No guesswork steering your brand
No outdated assumptions holding you back
Whether you need quick-turn testing or deep customer exploration, we’ll get the answers you need - fast, actionable, and aligned with your goals.
If your strategy is still shaped by myths, you’re gambling with growth. Let’s talk about the questions you can’t answer today. We’ll help you validate, quantify, and build on evidence, not assumptions.