"Turns out that big, thick tomes of information do serve a purpose – making people feel good. In a recent survey, business executives were most confident in a decision being “well thought out” when the supporting research was “comprehensive” and “accurate."
But when asked if the supporting research made a difference in the business decision (not feeling good but having impact). A very different picture emerged. “Making a difference” requires market research to do at least one of two things: say something new or say something contrarian."