Market research – or “any organized effort to gather information about target customers” – can be vital to the competitiveness and success of companies. Sometimes, the targets are individual consumers. Other times, they are actually fellow businesses. For example, a silverware company might want information on the preferences of restaurants. Likewise, a tire company might want information on car manufacturers. Such research is better known as “Business to Business” or B2B research.
Less than a week ago, Donald Trump was sworn in as the 45th President of the United States. It was an unexpected outcome for those who followed polls in 2016. Even on the eve of the election, the New York Times poll predicted that Clinton had an 84% chance of winning. Pollster Nate Silver and the Princeton Election Consortium calculated a 71% chance and 95-99% chance, respectively. So why did “serious predictors completely misjudge Trump’s chances of victory”? Experts point to several likely factors, including: