SSC Market Research - A Personal Perspective

Market Research – A Personal Perspective
We live in a time when businesses are surrounded by data. Dashboards flash, reports pile up, and metrics seem to multiply by the day. But even with all that information at our fingertips, I often find myself asking the same question with clients: What does it all really mean?
Because turning numbers and raw data into something useful, something that actually informs decisions, takes more than analysis. It takes understanding, curiosity, and a willingness to look beneath the surface. And a personal touch.
That’s why I’ve always believed that the best market research isn’t just about gathering information. It’s about making sense of it, connecting data to context, and insight to strategy.
Over the years, I’ve come to see market research as much about people as it is about information. The real value comes from understanding behaviour: how people think, what influences them, and why they make the choices they do.
I try to approach every project the way a great scientist might approach an experiment: with curiosity, structure and also the experience to challenge assumptions.
Also, the challenge isn’t collecting data; it’s making sense of it. Most organisations already have plenty of numbers. What they need is a way to connect those numbers to meaningful business decisions.
That’s where experience really matters. As both a business manager & consultant, I’ve spent years helping organisations bridge that gap, translating findings into insight, and insight into strategy. For me, research should always lead somewhere: to a sharper decision, a better product, or a clearer sense of direction.
A key tool of good research is good interviewing. I’m a people-person with a knack for good conversation. If there’s one thing I’ve learned, it’s that great research interviewing starts with good conversation and great questions. The questions that make you stop and think. For example:
- “What’s changing in your market that no one’s paying attention to yet?”
- “How do your customers describe value?”
- “Given a magic wand, what would you change for the better in your market?”
As a consultative interviewer for many years, I know that questions like these open the door to discovery.
And that’s what keeps me passionate about this work. At Strategic Scientific Consulting, we focus on turning complexity into clarity - not by chasing the latest tool or trend, but by asking the right questions and taking the time to understand the answers.
I’m a firm believer that when you truly understand your customers, your competitors and your context, every decision becomes a little smarter and every opportunity, a little clearer.
Andrew King
SSC Consultant










