The short answer is no, especially if it’s being pitched to you.

Businesses are always on the lookout for reliable data and insights that can give them a competitive edge. This hunger for information has given rise to an industry of research firms, some of which promise unparalleled insights into market trends, consumer behaviour, and competitive benchmarks. However, not all that glitters is gold. A troubling trend has emerged where shady research farms produce reports that are less about providing value and more about flattering their potential buyers with mentions of their names, often accompanied by dubious data and recycled content.

As an agency we work with many clients, and we get to see numerous instances of these reports being pitched. We also get the chance to actually see some of these reports, and the only way we can describe them is ‘pure scam’.

Here’s why you should exercise caution and avoid purchasing these so-called research reports:

Questionable Data Integrity

The foundation of any research report should be reliable, accurate data. Unfortunately, those research farms are in the business of making up numbers without any real access to data or rigorous methodology. This lack of authenticity can lead to misleading conclusions, potentially steering businesses in the wrong direction. Decisions based on flawed data can have serious repercussions, including misallocated resources, flawed strategic planning, and damaged reputations.

Lack of Original Insights

Genuine research involves thorough analysis, fresh perspectives, and new insights. However, the reports churned out by those research farms often contain regurgitated paragraphs and widely known information repackaged as “exclusive findings.” This approach provides little to no value to companies looking to gain a competitive advantage or understand nuanced market dynamics.

The Vanity Pitch

The practice of including a company’s name in a report and pitching it directly to them is a clear red flag. This tactic preys on vanity, suggesting that the report contains bespoke insights about the company in question. But these mentions are usually superficial and do not offer any actionable intelligence. You should be wary of research companies that use this strategy as a sales pitch.

Cost vs. Value

Research reports from dubious sources often come with premium price tags (usually thousands of Dollars). The allure of “exclusive” insights about the company or industry can make these reports seem like a worthwhile investment. However, the cost is seldom justified by the value delivered. You would be better off investing in reputable sources or conducting their own research with the help of credible experts.