Every industry has its assumptions. Market research is no different. 

In this special Euromonitor audio feature, you’ll hear from Gayatri Bhasin Darke, Director of Research Transformation, who breaks down seven myths about research, data science, forecasting and AI—unpacking the reality behind these common beliefs. Drawing on years of experience and practical examples, she explains how insights are built, how forecasts are developed and why context matters as much as the numbers themselves.  

Whether you work in strategy, innovation, consumer insights, market intelligence or consulting, this episode offers a behind-the-scenes look at the methods, specialist expertise and human judgement that turn information into better decisions. 

To learn about our market intelligence, visit euromonitor.com.  

For more information on our research methodology, visit euromonitor.com/who-we-are/research-methodology.  

00:00:39 Myth 1: The bigger the sample, the better the data 

00:02:51 Myth 2: One good dataset is all you need 

00:05:07 Myth 3: Categories mean the same thing everywhere 

00:07:20 Myth 4: Reliable data is 100% accurate 

00:09:23 Myth 5: A forecast is just an educated guess 

00:11:38 Myth 6: The data speaks for itself 

00:13:07 Myth 7: AI can do this already 

Lots of brands claim to be number one… but can they prove it?

At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. 

Visit euromonitor.com/claims to learn more.

Introducing Opportunity Minded, a new series from Euromonitor International designed for forward-thinking business leaders like you.  Each episode tackles a strategic approach or topic on corporate agendas.  You’ll hear from our experts who share in