The way to Determine Unhealthy Information When Conducting Market Analysis


Group of happy young  business people in a meeting at officeMarket analysis is a crucial instrument for companies to achieve insights into the aggressive panorama and make knowledgeable strategic selections. Nonetheless, the standard of knowledge collected is essential for total success. Unhealthy knowledge can result in misguided conclusions, wasted assets, and doubtlessly disastrous enterprise outcomes.  

Sadly, dangerous knowledge is ubiquitous on the web, and it’s very straightforward for unqualified content material creators to publish defective enterprise data that appears engaging and persuasive. Robert Granader, Founder and CEO of, explains the issue this manner: “On a Google outcomes web page, the place many enterprise selections are made, an unsuspecting client doesn’t know in case you are a PhD who spent 400 hours analyzing a market or a current graduate placing collectively numbers from a press launch.”  

True experience will be tough to gauge on-line, and flawed knowledge will be repeated, amplified, spun, and skewed till it’s embedded within the psyche and turns into a chunk of accepted business folklore.  

Sustaining a wholesome dose of skepticism is an efficient first step, however differentiating between good and dangerous knowledge is usually a difficult and time-consuming process, significantly for these with restricted expertise, because it requires crucial considering and analysis expertise, in addition to the power to establish credible sources and validate data. 

On this article, we flip to long-time Trade Analyst Gleb Mytko from’s Freedonia Group for particular recommendation on navigating the thorny problem of knowledge high quality. Based mostly on his 10+ years of expertise producing authoritative market analysis on all the pieces from bikes to mining tools, Mytko explains the place dangerous knowledge comes from and what pink flags to be careful for through the analysis course of. 

What Is Unhealthy Information? 

Information is weak to human error, technical glitches, bias, and intentional manipulation. Even dependable sources can have important points should you take the data at face worth with out understanding how the projections have been estimated. Whereas quite a lot of points are at play, the most typical hallmarks of dangerous knowledge, in response to Mytko, embody: 

  • Information developed utilizing flawed data or improper assumptions 
  • Information based mostly on a defective methodology 
  • Information compromised by human error 
  • Information that appears cheap from one perspective however doesn’t line up with what is understood about associated fields 
  • Information that isn’t constant over time 
  • Information that contradicts dependable sources with out explaining why 
  • Information that’s unclear about its scope and will be simply misinterpreted 

Information discovered on the web will be defective, in addition to analysis present in massive, hefty reviews produced by low-quality analysis companies. In case you are counting on sources that worth fast solutions over accuracy, you could have to wade by segmentation errors, inadequate evaluation, out-of-date assumptions, and knowledge that’s out of context.  

Even worse, in case you are utilizing generative AI models reminiscent of ChatGPT, the data you obtain might sound logical and look compelling however be fully fabricated and don’t have any foundation in actuality. AI builders have dubbed this subject “AI hallucination.” As has been broadly reported, ChatGPT has a tendency to invent phony nameless sources and make up direct quotations, names, and dates, so it’s not precisely a reality checker’s dream.    

Regardless of the supply of knowledge, at all times pause to contemplate if the information is smart. “If the information is just not in keeping with historic developments and doesn’t line up with what we find out about associated fields, it’s prone to have points,” Mytko states.  

What Key Components Contribute to Unhealthy Information? 

Relating to producing correct market analysis, longevity within the area and expertise matter. Analysts who concentrate on one business for a very long time have the historic perspective to place present developments in context and higher predict the place the business is headed subsequent. In distinction, analysts with restricted expertise usually tend to overlook one thing or make errors, they usually might lack the required data to work with the information.  

When data, coaching, and expertise are missing, the standard of analysis could also be hindered by a number of totally different hindrances: 

  • Taking too slim of a perspective and never accounting for all related elements 
  • Failing to grasp what drives the developments within the knowledge and overlooking historic patterns and developments 
  • Missing an understanding of the scope of the information 
  • Not having a complete and multidimensional assessment course of  
  • Producing technical errors and different oversights
  • Overlooking or lacking a key knowledge level or supply that contradicts your knowledge 
  • Not updating or enhancing the information collection over lengthy durations of time  

If dependable and actionable analysis is a precedence, analysts shouldn’t work in a bubble drawing their very own conclusions. As an alternative, take a workforce strategy to high quality management and have layers of assessment to make sure all the pieces is smart and is constant. A number of units of eyes must be in place to catch technical errors and cross-check findings. 

“A complete and multidimensional assessment course of is crucial for creating high-quality knowledge, as is taking a long-term perspective and consulting a variety of sources,” Mytko advises.  

Analysis companies reminiscent of The Freedonia Group use a workforce of editors, economists, and managers all working collectively to provide high-quality market analysis reviews. As well as, analysts concentrate on particular business verticals so that they grow to be aware of the panorama and the way it adjustments throughout numerous enterprise cycles. These practices assist guarantee high quality analysis. 

What Are Some Examples of Unhealthy Information? 

Unhealthy knowledge is usually sneaky and may take many kinds. Because the examples beneath illustrated, You will need to rigorously contemplate the sources and scope of knowledge to make sure that it’s correct and correctly utilized.

Overhyped Predictions About New Applied sciences 

It’s all too straightforward to overlook that we reside in a world that’s awash in “click-bait” headlines designed to seize consideration. Sensationalist predictions usually accompany new applied sciences, reminiscent of electrical automobiles or automated tools. 

“Information points are widespread in new fields which might be creating quickly as a result of there’s usually a scarcity of respected knowledge sources and consensus,” Mytko explains. “As an alternative, you steadily encounter sources with eye-catching headlines that provide little printed knowledge to again up their conclusions and don’t clarify their methodology.” 

For instance, a supply might assert that “50% off all buses bought within the U.S. will likely be electrical” by a sure date, however what they’re actually speaking about is transit buses, which is a smaller scope of the market. The supply might not contemplate how possible this knowledge is, or whether or not sufficient electrical buses will even be made out there. Most definitely, the writer by no means researched which corporations provide electrical buses within the U.S. or what number of fashions exist.

Generalizations That Overlook Regional Variations

Understanding technological developments in different areas of the world will be advanced as nicely. For instance, Mytko traveled to India and noticed the challenges going through the electrical grid firsthand. “Then I learn an article that claims tons of farmers will use electrical and hybrid vehicles within the nation within the subsequent 5 years,” he says. These kind of unrealistic predictions could also be based mostly on authorities bulletins, or advertising hype. 

Inconsistent Categorization

Media publicity about disruptive new applied sciences could also be overblown, however details about different main industries can be misconstrued even inside dependable sources. Though U.S. authorities knowledge is usually thought of the gold normal, it too will be flawed and give a misunderstanding of actuality. For instance, should you aren’t conscious that the federal government modified what merchandise are assigned to particular NAIC codes by the US Worldwide Commerce Fee, you may need a skewed view of import developments in a particular class from yr to yr.  

Information with Scope Points

Alongside these traces, needless to say good knowledge will be “dangerous knowledge” should you do not need a transparent understanding of its scope. You’ll want to know what’s included within the knowledge. For instance, does the information deal with sure product sorts, particular market segments, pricing ranges, or geographic areas? If this data isn’t clear, the information can simply be misinterpreted or improperly used. To get a correct apples-to-apples comparability, a researcher should at all times make sure that the information they’re taking a look at matches the scope of what they’re serious about. 

How Can You Determine Unhealthy Information? 

Even in case you are not an professional within the area, or you might be finding out an unfamiliar market, maintain these concerns in thoughts to assist establish dangerous knowledge: 

  • Widespread sense: if one thing doesn’t appear proper, it in all probability isn’t.  
  • Does this knowledge line up with what we find out about historic developments? 
  • Is the information in keeping with what we find out about associated fields?  
  • Is the information incomplete? Are there points with the methodology? Is the scope clear? 
  • Is the information actionable? Does it use normal models which might be attainable to cross-check with different sources? Does it present ample data? 

By watching out for inaccurate, deceptive, or incomplete knowledge, companies can keep away from pitfalls and make higher knowledgeable selections. Counting on a number of sources, using well-trained skilled analysts, creating a rigorous assessment course of, and partnering with respected market analysis companies that observe these similar practices may also go a good distance in guaranteeing high-quality market knowledge.  

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Concerning the writer: Sarah Schmidt is a Managing Editor at, a number one supplier of world market intelligence services.


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