Picture this: you've just presented your launch strategy for next quarter. The numbers look solid. The research backs every decision. The board approves the budget. Six months later, the product hits shelves and... sales don't take off. The problem wasn't execution. It was that the questions you asked at the start weren't the right ones.

If this sounds familiar, you're not alone. Recent data shows that between 70% and 95% of new products fail within their first two years, with inadequate market assessment being one of the primary causes. But here's the secret few agencies will tell you: the problem is rarely a lack of research; it's doing the wrong research. And in culturally complex markets like Mexico, this problem multiplies.

After more than 35 years helping brands make critical decisions, we've identified five questions that separate research that transforms businesses from research that simply fills PowerPoint presentations. If you're about to invest in market research, these questions can save you time, money, and that uncomfortable conversation with your CFO.

1. Can this study fail... and what happens if it does?

Sounds counterintuitive to ask your research provider this, right? But here's the point: the best agencies don't sell you certainties, they sell you honesty.

Research isn't infallible. Methodologies have limitations. Consumers sometimes say one thing and do another. Markets change. If your agency can't clearly articulate the scenarios where their study might not give you the answers you need, that's a red flag.

What to look for in the response:

• Clarity about methodological limitations
• A plan B if results are ambiguous
• Robust design that contemplates multiple scenarios
• Transparency about margins of error and confidence levels

Red flag: Promises of "guaranteed results" or vague responses like "our studies always work."

Green flag: "This design works well for X, but if Y emerges, we have this alternative approach ready."

2. How will you use this insight on Monday morning?

This is the question that separates academic research from strategic research. Many studies generate beautiful data, impressive dashboards, and fascinating correlations. But if Monday morning comes and you don't know what to do differently, you've just spent money on intellectual curiosity.

According to Duke University's CMO Survey, only 4.9% of marketing leaders report that their organizations effectively use insights to manage their most engaged customers. That number should concern us all.

Ask yourself (and your agency):

• Will this study tell me WHAT to do or just WHAT the situation is?
• Do deliverables include specific actionable recommendations?
• How do these insights translate into pricing, product, distribution, or communication decisions?
• Are there examples of how other clients have activated similar insights?

Practical example: You don't need to know that "millennials value sustainability." You need to know whether you should change your packaging, how much more they'd pay for it, and which specific claims would resonate at point of sale.

3. Is this the right methodology or just the one you always use?

Here's an uncomfortable truth: many agencies have a favorite methodological hammer, and for them, every business problem looks like a nail.

If your business question is about optimal pricing, but the agency only offers focus groups... there's a problem. If you need to understand the consumer journey but they propose a transactional survey... there's a problem. If you're looking for disruptive innovation but they offer a traditional satisfaction study... guess what? Problem.

The right question isn't "what methodology do we use?" but "what methodology solves MY specific problem?"

Look for signs of flexibility:

• The agency asks about your business context before proposing methodology
• They present options (quant vs qual, traditional vs digital, fast vs deep)
• They explain the "why" behind their methodological recommendation
• They're willing to combine approaches if necessary

Red flag: "We always do focus groups for this" or "Our flagship product is X, you definitely need X."

Green flag: "Let me understand your business decision first, then I'll propose the best methodological route."

4. How will you justify this investment internally?

Marketing budgets are under pressure. A Gartner study revealed that marketing budgets dropped to 7.7% of total revenue in 2024, down from 9.1% in 2023. With those numbers, every investment must be justified.

But here's the mindset shift: research isn't an expense, it's insurance against costly decisions.

Think about it: launching a product without validation can cost you millions in production, distribution, and marketing for something with no traction. What's it worth to know BEFORE launch if you're on the right track?

Calculate the opportunity cost:

• How much does a failed launch cost in your category?
• What's the cost of delaying decisions due to lack of information?
• What percentage improvement in the decision would justify the research investment?
• How much is one percentage point of market share worth in your industry?

Real example: One of our clients was torn between investing ~$190k in research or going straight to production. The study revealed their original concept had 23% purchase intent, but a modified variation reached 61%. That insight saved them a costly launch and gave them a winning product. The ROI on the research was over 10X.

5. Does your agency understand your industry or just understand research?

Technical expertise in methodology is fundamental. But it's not enough. The difference between a good study and a transformative one lies in context.

An agency that knows your industry can:

• Identify weak signals others would overlook
• Interpret results considering specific competitive dynamics
• Ask smarter questions from the design phase
• Connect insights with operational realities of your sector

This is especially true in Mexico, where cultural, regional, and socioeconomic dynamics add layers of complexity that aren't captured by 'global' methodologies. Understanding the Mexican consumer requires more than translating questionnaires: it requires deep cultural context.

Direct question: "Have you worked with companies in my category? What did you learn about this market's particularities?"

Look for evidence of sectoral knowledge:

• Relevant references (without needing to name clients due to confidentiality)
• Understanding of the competitive landscape
• Familiarity with specific distribution channels
• Knowledge of regulations or unique dynamics in your industry

Most important: Don't confuse "experience in your category" with "methodological rigidity." The best agencies combine sectoral knowledge with methodological flexibility. They understand your industry well enough to challenge the status quo when necessary.

So, what now?

If these questions made you uncomfortable, it's probably because your last research project left you with more slides than clear decisions. Or because you're about to invest and something doesn't quite add up.

Here's the good news: you don't have to have all the answers. You just need to ask the right questions. And if your current agency can't answer them clearly, maybe it's time for a different conversation.

Got 20 minutes to chat? No pitch, no pressure. Just an honest conversation about whether your next study will change decisions or just fill up the corporate drive.

Quality research isn't about having all the answers immediately. It's an iterative process built project by project. It's about asking the right questions, having honest partners, and designing studies that connect directly with your business decisions.

In our experience, the most successful projects aren't those where the client arrived with a perfect brief, but those where there was a genuine conversation about what's needed, why it's needed, and what's the best way to get it.

After more than 35 years studying the Mexican consumer, at De la Riva & Lemon Ice we've learned that the best research starts with the right questions and expanding ideas. And these five questions you just read are an excellent starting point.

What do you think? Is there a question you'd add to this list? We'd love to hear your perspective. Follow us on [LinkedIn] for more content about research, insights, and strategic decisions. Or contact us directly if you want to chat about your next project.

What do you think? Is there a question you'd add to this list? We'd love to hear your perspective. Follow us on LinkedIn Lemon Ice  for more content about research, insights, and strategic decisions. Or contact us directly if you want to chat about your next project.