3.2.4—Market research data

Research data may be quantitative or qualitative, primary or secondary, and structured or open-ended. Before using it, check definitions, missing values, timing, sample and collection method.

Percentages, averages and charts summarise evidence but can hide base size, wording effects or subgroup differences. Interpretation must stay within what the design supports.

“70% prefer option A” means little without the number surveyed, question wording and whether respondents represent the target market.

A precise-looking chart is not automatically reliable evidence; data quality precedes presentation.