Market research, and by association survey research in general, was not designed to be a random fishing trip. This is not to say that randomness isn't important to our cause, but is not the key driver if you will. Yet, it seems as if so many projects occur at the whim of a CMO who may or may not know the major issues facing them. There is a reason for this. Decision makers, in general, see approximately 10% of the true problem, according to the the iceberg principle. This leaves 90% of the problem below the surface. Guess where market researchers live?