If there’s one thing punk taught me, it’s that perfection isn’t the goal. Truth is.

Punk may not seem like the obvious place to draw lessons for market research. However, its ethos has shaped how I approach the work in ways I didn’t expect.

➡️ Community Over Perfection

One of the most important lessons I’ve learned from punk is that connection matters more than presentation. Punk thrives on community. It’s about showing up, being real, and creating something meaningful, even if it’s a bit messy.

“Punk rock is about saying, ‘This is who I am.’ If you’re authentic, you’ll connect with people.” – Mike Watt (Minutemen)

The same goes for research. Some of the best insights I’ve uncovered didn’t come from flawless reports or overly scripted guides. They came from real, unscripted conversations with participants. Those moments when I stepped away from rigid frameworks and let the discussion flow were where the magic happened.

➡️ Question Everything

Punk is all about challenging norms, and market research should be too. One of the most valuable things we can do as researchers is to question assumptions. Are we asking the right questions to truly understand these segments? Who’s being left out? What voices aren’t we hearing?

“If you’re not challenging something, you’re just coasting.” – Milo Aukerman (Descendents)

The best research isn’t afraid to disrupt the brief or challenge the expected. It is in those uncomfortable questions that we uncover real truth and often the most exciting opportunities.

➡️ Messiness is Honest

Punk isn’t polished, and neither is human behaviour. The rawest data, the kind that makes you stop and really think, is often messy at first. But that’s where authenticity lives.

“It doesn’t have to be perfect; it just has to be real.” – Poly Styrene (X-Ray Spex)

As much as I love a well-organised chart, I’ve learned to lean into the chaos of qualitative data. It’s where the stories are, and ultimately, where the real value lies.

➡️ Closing Thought

Punk isn’t about breaking things for the sake of it. It’s about challenging what doesn’t feel right and building something honest in its place. In market research, it’s easy to get lost in frameworks and deliverables. However, the real work is about people: their stories, struggles, and contradictions.

“Don’t just take what you’re given. Make your own way.” – Kathleen Hanna (Bikini Kill)

That’s what punk taught me. It’s not just about finding insights; it’s about finding the truth, even when it’s messy.