Market research keeps moving forward, but some ideas refuse to die.

The industry has evolved, yet outdated narratives still shape how we approach data, insights, and decision-making.

From the myth that AI cannot match human analysis to the idea that surveys are the only way to get insights, it is time to challenge old assumptions. Because clinging to the past does not just slow us down, it stops us from doing better research.

So let’s break some bad habits. Here are eight market research narratives that need to go.

📝 1. “Surveys Are the Gold Standard of Insights”

Surveys have their place, but do we really believe asking people questions is the only way to understand them? Behavioral data and passive tracking often reveal more than what people self-report. The best research goes beyond asking. It observes, predicts, and adapts.

🏃‍♀️ 2. “Speed Kills Research Quality”

This old chesnut! Research used to be slow because it had to be. That is no longer the case. AI-driven analysis, automation, and agile testing mean we can move fast without sacrificing rigor. The idea that “fast” equals “bad” is just nostalgia. And speaking of outdated fears, let’s talk about AI.

🤖 3. “AI Will Never Match Human Analysis”

Never? That is a bold claim. AI is not replacing human analysis, but it is already matching humans in key areas like pattern detection, qual clustering, and large-scale text analysis. The smartest researchers let AI handle the heavy lifting so they can focus on what really needs human judgment.

📊 4. “Brands Cannot Do Their Own Research”

For years, the industry warned that DIY research leads to bad data, bias, and poor decisions. That thinking is outdated.

With ResTech, automation, and smarter tools, brands can now run high-quality research without a big budget or an agency on speed dial. The real risk is not DIY research, it is ignoring the tools that make it possible.

👥 5. “Representative Samples Are Always Best”

A nationally representative sample sounds good on paper, but does it really help when testing a niche product or hyper-targeted campaign? Sometimes precision beats scale. Why ask 1,000 random people when 20 of the right people can tell you everything you need?

🧠 6. “Big Data Will Replace Market Research”

Remember when people said big data would kill traditional research? That did not age well. Behavioral data without context is just noise. Clicks do not always mean interest. Engagement does not always mean intent. The smartest brands do not pick a side. They fuse big data with market research to create sharper, more predictive insights

🧮 7. “Synthetic Data is Just ‘Fake’ Research”

Some still dismiss synthetic data as “fake” research, but that thinking is also outdated. It is not about replacing real data, it is about unlocking insights that traditional methods cannot reach.

From stress-testing survey findings to predicting consumer reactions before launch, synthetic data is becoming an essential tool for modern research. The industry’s choice is simple. Embrace it, or get left behind.

🫣 8. “Research Is Purely Objective”

There is no such thing as a truly neutral study. Who asks the questions, how they are framed, and who gets to answer all shape the outcome. Good researchers acknowledge bias and work around it. Bad researchers pretend it does not exist.

▶️▶️ What’s the Next Outdated Narrative?

Market research is evolving, but some industry narratives have not caught up.

What other myths are still shaping the way we work?