Why better insights matter more than speed in market research

Compressed timelines and growing expectations have changed how consulting and private equity teams approach primary research. But, according to The State of Primary Research in Consulting and Investment Research from IncQuery, one priority stands above the rest: improving the quality of insights.

Nearly two-thirds (63%) of respondents identified better insights as their top future priority. By comparison, just 14% selected increasing speed. In an environment where decisions often need to be made quickly, the findings suggest that respondents value research they can trust even more than research delivered faster.

Here's why:

Defensible decision-making

When research more accurately reflects customers and markets, decision-makers can evaluate opportunities with greater confidence. Reliable evidence helps teams validate assumptions, identify risks earlier, and make recommendations they can defend. 

Research gets more efficient

Speed and data quality are often presented as tradeoffs, but reliable research can actually help teams move faster. Less time spent questioning findings or validating questionable results means more time interpreting what the research says and acting on it.

Reduced risk exposure

Decisions based on incomplete or unreliable information can lead teams to overestimate demand, misunderstand customers, or overlook important risks. Higher-quality market research helps reduce those uncertainties before major decisions are made. 

Unique perspectives and proprietary insights

Secondary sources are valuable, but they don't always answer the specific questions facing a private equity or consulting team. Direct customer feedback can uncover emerging needs, validate assumptions, and provide evidence competitors may not have. 

Primary research separates signals from noise 

Organizations aren't suffering from a lack of information. They're surrounded by market reports, analyst research, and public data. The challenge is knowing what matters. High-quality primary research provides proprietary evidence that helps teams distinguish meaningful signals from background noise. 

The bottom line

Speed, efficiency, and AI are on everyone's mind, but better insights are what matters most, as The State of Primary Research in Consulting and Investment Research shows. With better insights backed by defensible evidence, teams can feel confident about every due diligence recommendation, investment thesis, and value creation strategy.

To learn more, download the full report.