Analysis for 'Leichtman Research'
Tuesday, January 4, 2011, 9:52 AM ET|Posted by Will RichmondWhen it comes to understanding cord-cutting trends, not all consumer market research is created equal. In my view there are two basic types. The first is speculative research that focuses on "potential" cord-cutters. The second is research that focuses on actual cord-cutters. For industry participants trying to get an accurate handle on this complicated topic, the second type is much more valuable.
The big problem with speculative research is that there's a massive difference between what people say they're considering doing (or even say they're planning to do) vs. what they will actually end up doing. In fact, it's a cliche this time of year to resolve to do certain things, though in reality we never will. How many of us said we'll get more exercise in 2011? Lose weight? Stop smoking? Save more money? And how many of us actually will? You get the idea.
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