Have you ever had to pivot a research project mid-way because new information emerged? What led to that change, and how did it impact the final outcomes?

Yes, I start all my market research projects with a specific business goal and a hypothesis based on top-of-mind data from the buyer. But sometimes, assumptions are proven wrong. To solve this issue, I communicate the newfound data to the buyer and either take the research in a new direction or conduct additional research to supplement the discovery.