ONE-TO-ONE MARKETING: Comment - Asking questions to ensure you get data which can be trusted

On seeing the early results of an in-depth brand perception study for a regional client, I knew I had a challenge on my hands - the results looked too positive. A week later, one of the very savvy clients confirmed my own concerns when he said: "I'm happy that we're doing well, but these results just look too good, are you sure they are correct?" It's a very valid question, and one that needed to be asked.