Viewpoint: Research shows that research perennially throws up conflicting findings
Research who needs it? In most cases, it is the company that commissions it, so long as they ask the right questions to solicit the desired responses of course. This naturally leads to great conflicts in the findings. By Glynn Davis, city editor
For some months now various companies have argued that staying in is the new going out and that people are therefore eating at home more often - and, heaven forbid, cooking fromscratch.
If this really is the case, then how come research firm him! has found that people are still as busy as they were a year ago? How busy can they be at home and what exactly are they doing? I assume this means they are 'busy' cooking.
But this is in conflict with research from takeaway food sellers which shows people are forgoing eating out in preference for treating themselves at home - with convenience foods and takeaways.
How come therefore that him! found 50 per cent of people say they will be spending less on takeaways? For some this will mean buying cheaper alternatives but it must also mean that others are buying them less often.
And if they are eating them less often then this must mean they are doing more scratch cooking at home despite other findings from the likes of convenience food manufacturer Greencore. Its chief executive Patrick Coveney this week suggested: “Making a Yorkshire pudding
Now, I'm not a cook but since when has making a batter been that difficult? My investigations have found this statement to be just as compromised a great amount of the conflicting research that is being foisted upon us at the moment
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