The truth, the whole truth and nothing but the truth.

Marketing measures much of its relevance and success by doing consumer research. From surveys and questionnaires to focus groups, we want (no we need) to know what our consumer is thinking. But what if the consumer we're asking isn't telling us the truth...? What if the method we're using to get information is no longer appropriate or effective. Chances are that we're then also producing data that does not reflect the truth, or even a part of it!

At Muse Communication we've long said that traditional focus groups no longer deliver the depth of data they should. We have a different way of approaching qualitative research (contact us if you want to know more). This article on Forbes.com, called "Listen up marketers: women aren't telling you the whole truth", touches on a few very relevant points to consider - and gives a few tips on how to improve the information you gain from your research.

If you think your female consumers aren't telling you the whole truth, then maybe its time to look at the way you're asking them...That's where the problem lies!