After decades in consumer insights, I’m still struck by one simple truth: there’s extraordinary value in simply asking questions.

Businesses that commit to connecting with consumers- asking thoughtful questions and listening deeply and without bias — unlock insights that drive smarter decisions and better outcomes.

Of course, good research requires more than curiosity. It takes resources, buy-in, and the humility and agility to accept outcomes you might not expect. But the risk is worth it. If you’re on the fence about investing in research, consider this your push.

What’s Holding You Back?

The biggest barrier I see is overconfidence. Many leaders believe they already know their consumers. And of course, to some degree, they do — enough to run a successful business.

But research reveals the why behind behaviors. It shifts perspective from assumption to empathy, helping brands see the world through their consumers’ eyes.

Even small learnings can have an outsized impact. Hearing how customers talk about your product — the specific words they use, the intonations, the emotions — can reshape your messaging, strengthen connections, and elevate experiences from good to great.

Sometimes, a single pivotal learning from insights work can spark a business decision that blows your competition out of the water.

When to Ask

You don’t need a research study for every decision. But anytime you’re innovating — launching in a new market, targeting a new segment, or improving an existing product or communications — research is worth the investment.

Take this example from General Mills: In the 1950s, the company launched Betty Crocker cake mixes, hoping to transform dessert prep for homemakers of the era. All the components of a delicious cake were in one box — even the eggs and milk, in powdered form. All a baker had to do was add water and pop the batter in the oven.

But the launch was a flop. Sales stagnated, and General Mills was left scratching its head.

To dissect the mystery, they brought in researchers who uncovered this surprising bit of consumer insight: Women felt guilty using a cake mix that was so easy. How could they deceive their guests and husbands, letting them think they had spent hours in the kitchen? (A very 1950s-specific variety of guilt!)

General Mills focused on this insight, returned to the drawing board, and launched an updated version of the cake mix which required bakers to add a real egg. This tweak was enough to address the issue. Sales took off, and the rest is history.

Who would have guessed?! This is the kind of “a-ha!” insight you can only uncover by speaking directly with your consumers.

That’s the power of asking.

Choosing the Right Approach

Quantitative research is more a test, rather than an exploration. Quant methods are a great fit for, say, trying to understand the effectiveness of your advertising or deciding which packaging option is best at delivering on your brand personality. If you wanted, for example, to assess which of your four key brand attributes most resonate with your audience and the best way to get that messaging across, quant is for you.

Qualitative research is more nuanced and probing and is great for unlocking deeper understandings. There is room in qualitative to delve into why people do the things they do and think the things they think. Exploring a concept like “what does it mean to be beautiful?” or digging into “how is my brand perceived versus the competition” are ideal uses for qualitative research.

Ethnographic research lives under the qualitative umbrella and can be some of the most exciting and insightful work. Here, you may go to a consumer’s home or tag along with them through their daily routine. Literally stepping into a consumer’s world and observing their actions and behaviors can be invaluable, shocking, eye-opening (and fun!). The insight that’s most important may be one that you witness, but that your consumer may never think to share in a survey response, or know how to articulate.

Often, the best work combines these methods: quantify first, explore deeply, then validate what you’ve learned.

Don’t Forget B2B

Research isn’t just for consumer brands. In B2B, the “consumers” are buyers, users, and decision-makers—all people with needs, frustrations, and motivations. Each perspective matters, and the contrasts between them often spark the richest insights.

The right insight can redirect strategy, reshape messaging, and redefine success.

The Gift of Being Surprised

The toughest part of research is sometimes facing what you find. But those uncomfortable truths are often the most valuable. The right insight can redirect strategy, reshape messaging, and redefine success.

All it takes is the willingness to ask—and the courage to listen.

Got your own questions about consumer research or how to turn your research results into marketing magic? Let’s talk.