Your sources are very important. When you research, are you accessing authoritative primary sources? Or are you using secondary sources that reflect the sources own personal opinions and prejudices? Finding good sources requires a lot of background work and communicating with people who are knowledgeable the field you are researching.
In business, research often involves trying to determine what customers want and are willing to pay for. You hear of companies forming focus groups who help them try out and evaluate products and services before they hit the market.