"Judge a person by their questions rather than their answers" - Voltaire
In business and government, making too many assumptions can be fatal. Business leaders and civil servants need hard data on their markets and customers if they do not want to be left stumbling around in the dark. On the daily news you often see names like Ipsos MORI, Gartner and ACNielsen, often at the foot of a pie chart, animation or other representation of data. These are three of the leading companies who do market research, alongside other activities like polls and consulting.