We are quite used to survey results to tell us nothing of particular insight or even clarity. I know a lot of people in agencies who are so disappointed by market research that they think it doesn't work for them.
But most market research studies are conducted with very conventional and flawed methods although those flaws are well known among researchers. Unfortunatelly, most clients (and planners) don't know much about research methods beyond basic "qualitative-quantitative"-talk. Not to mention limited statistical skills.
I love quantitative if it's done with some methodical wit. But the kind of stuff I like is hardly ever conducted. And if it is - it should be kept in secret, actually. Because in my opinion, research methods are a way to competitive advantage. And there is NO competitive advantage if research is done the same way as everybody does it.
Here's an example of what I mean. A simple scaling method that delivers different (= "truer") results than the ones we usually get. Watch the video here: