Unlike tightrope walking, this post will dispel the suspense right away: market research differs from tightrope walking in that it’s actually a good idea to look down.
Not brave enough to conduct market research
As I’ve said previously, I enjoy reading the eMarketer newsletter every morning because it usually has an interesting chart or two. Usually, the headline summarizes the charts like so:
Indeed, according to the survey, 85% check balances and/or statements. End of story.
Except that’s not where the story ends. Enter the tyranny of the top two box.