Most market researchers, whether qualitative or quantitative based do a decent job of providing answers to clients. Some even try to be like Powerfeedback and also offer counsel based on the data and findings. Unfortunately though, all too many firms don’t provide the whole truth.

When we are engaged on a new client project we typically ask to see examples of prior completed research findings and reports. This is very helpful to us, and ultimately more so to the client. In all too many cases that we review we learn that the prior market research firm did not provide the whole truth to the client. Though the reasons vary for why this is done, the simple fact is no one likes to be the bearer of bad news, and, if you deliver all of the truth, good or bad, the market research vendor stands a very good chance of not being called back for more work.

It is our job as market researchers to provide clients all of the truth, no matter what the consequences. Doing anything else is unethical and wrong.