Aug 11, 2026 · 16 min · 10 segments
Every industry has its assumptions. Market research is no different. In this special Euromonitor audio feature, you’ll hear from Gayatri Bhasin Darke, Director of Research Transformation, who breaks…
Gayatri Bhasin DarkeGuestThe bigger the sample, the better the data.
Where it breaks down is the assumption that every conversation is worth the same.
Is a handful of interviews really enough to shape a whole industry? How do you decide who to talk to? What stops one loud voice from skewing the result? The honest answer is that we're not running a random poll.
Can a trade body give us unpublished data? Will the market leaders engage whether they are clients or not? If not, which emerging brands can still speak credibly to how consumers are behaving and how the competitive landscape is shifting? This isn't cold calling.
We're nurturing contacts year on year, speaking to them sometimes several times a year.
So the reality is that a few of the right conversations weighted and triangulated against big data beat a thousand of the wrong ones.
Talking to the one distributor who can see the whole market universe can change the picture entirely.
Our analysts are in country, They speak the language, they have the relationships, and they have the cultural context that catches the outlier that's actually real.
When ice cream sales in Mexico looked plainly wrong from a head office view, it took a local analyst and an in-depth trade conversation to explain the swing.
In sportswear, a now annual dialogue with one global brand's UK and regional teams has sharpened our market sizes and even helped us refine our menswear versus womenswear split.
So, judge research by the quality and fit of its inputs, not the raw count.
A few of the right conversations conducted by people who understand the market tell you more than volume ever could.
The bigger the sample, the better the data.
Where it breaks down is the assumption that every conversation is worth the same.
Is a handful of interviews really enough to shape a whole industry? How do you decide who to talk to? What stops one loud voice from skewing the result? The honest answer is that we're not running a random poll.
Can a trade body give us unpublished data? Will the market leaders engage whether they are clients or not? If not, which emerging brands can still speak credibly to how consumers are behaving and how the competitive landscape is shifting? This isn't cold calling.
We're nurturing contacts year on year, speaking to them sometimes several times a year.
So the reality is that a few of the right conversations weighted and triangulated against big data beat a thousand of the wrong ones.
Talking to the one distributor who can see the whole market universe can change the picture entirely.
Our analysts are in country, They speak the language, they have the relationships, and they have the cultural context that catches the outlier that's actually real.
When ice cream sales in Mexico looked plainly wrong from a head office view, it took a local analyst and an in-depth trade conversation to explain the swing.
In sportswear, a now annual dialogue with one global brand's UK and regional teams has sharpened our market sizes and even helped us refine our menswear versus womenswear split.
So, judge research by the quality and fit of its inputs, not the raw count.
A few of the right conversations conducted by people who understand the market tell you more than volume ever could.
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