Looking Just Good - Or How Not To Test Innovations
- Martin Hellich
- Aug 4
- 4 min read
The ''Democratisation'' of Market Research - A Force for Good or a Step Too Far?
The process of testing innovative ideas or concepts has become remarkably accessible, so much so that it may seem that virtually anyone can do it. With just a few keystrokes, users can identify an online testing platform, upload stimulus materials, configure a few parameters, and receive results shortly thereafter.
This ease of access has undeniably empowered innovation teams, allowing them to work with greater speed and lower transactional costs. However, what was once a streamlined solution for agile development is increasingly showing signs of overuse- and, at times, misuse. In the wrong hands or without due expertise, this democratisation risks eroding research quality, compromising comparability, and resulting in misleading insights or ill-informed decisions.