Basic Purpose of Marketing Research: Reduce Risk and Uncertainty

"Judgment doesn't walk off the field when research walks on." 
A former boss of mine - a most impressive and charismatic businessman - told me that once many years ago and I've remembered it ever since.

It reminds me that, at its best, what customized marketing research must do is reveal fresh insights specifically on target to the most pressing strategic issues on the table. Then, that vital and indispensable managerial judgment can be exercised with more confidence, amid fewer risks and less uncertainty than otherwise.