How valuable is market research?

Recently we have been asked to pitch more projects that include a"market research" component. While as a creative boutique we don'tspecifically offer market research ourselves, we have partnered with afew companies in order to develop the preliminary findings and siftedthrough the data. Interesting, yes, but I find that most of it usuallycomes down to common sense. Plus, as a brand-conscious-designer, I findthat our goal is more often to shape public perception rather than tobend to it, so these projects have really got me thinking about theactual value that often pricey market research holds.

I can certainly understand the rationale; if I was going to beshelling out a good portion of my marketing budget I would really liketo have some good data behind what I was doing. But how often dodesigners sit down with a nice stack of market research when they areready to start their design sketches? Spreadsheets aren't exactly themost creative catalysts (blatant blog plug). I can attest that while Iwill often read the market research and help develop the strategybefore starting a project, the real driving force behind our designs iscommon sense and creativity, and that research has very limited impact once pencil hits paper.

That's not to say that market research doesn't have its value. Itcan serve several purposes. It can often identify hidden problemsor advantages of a project very quickly, saving time up front by eitheravoiding or embracing a particular direction without much discussion.It can also serve as a litmus test for all creative concepts. "Doesthis stand up to the research?" If yes, continue; if not, back to thedrawing board. It's also a great way for outside firms such asourselves to absorb a lot of detailed information about a client'sbusiness or industry in a short period of time. But how often couldthose items have been identified simply through an informal focus groupor internal discussion? If you're working with smart, strategic, andcreative thinkers, then my guess is more often than not.

My concern is when the research is performed only as a"Cover-Your-Rear" tactic. If the project ends up being a colossalfailure, at least one can use the research as a fallback. It is incases like these that the research can actually inhibit creativity byalways dictating the "safe" road to take. Maybe I'm missing the markhere, but I can't recall any successful marketing that ever simplyplayed it safe. Please show me a successful campaign that was producedin a large part thanks to the market research, and you win a cookie.

Successful brands are able to dictate public perception rather thanvice-versa. That doesn't mean they don't crash and burn once in awhile, but it seems to me that taking a few chances is how you pullahead of the pack. It seems to me that spending some extra money andworking with a smart, strategic design team would pay more dividendsthan combining market research with mediocre designers.

In the meantime, if clients ask for it, we'll provide it, but I willat least throw in this topic for discussion when we do. I'm sure thatthere are varying opinions on the subject, so I'd love to hear yourthoughts.