Every company in the world is taking huge risks right now. Every day in business is full of risks. But who can afford to operate this way? Can't we just avoid risk altogether? Isn't that what research data is for?
There was a time when the risks weren't so obvious, or so painful. Sadly, those days are gone. That's why it's important to understand and embrace risk, even use it to your advantage.

Risk, risk, everywhere
Many companies fear the word 'risk' because by definition it echoes the unknowns, and therefore, the greatest fears of business life.
Does a company like Toyota have enough money or power to avoid risk? Of course not.
No matter how much data is analyzed or research is done, nobody can predict what might occur - from natural disasters, to competition, product recalls and customer disinterest.
And that's just the beginning...
The volume of risk a business of any size assumes in a day is monumental given economies, globalization, fragmentation of markets, etc.
The sword of data
Market research as a discipline has grown in lockstep with our technological ability to collect data - and for good reason.
In business, well-researched data is like a sword - a tool with immense power. It is crucial to the life of a company or product.