There’s a great line in the Will Ferrell movie Anchorman about market research. Asked about the power of his cologne in attracting women, a TV reporter says: “They’ve done studies, you know. They say 60 per cent of the time, it works every time.” Judging by recent advertising, more Australian companies are trying to persuade consumers using market research that makes little sense.

Take pizza as an example. One I bought on the weekend had a “five star” rating, according to a consumer products survey. This, of course, was more stars than its nearest competitors. Pity the pizza tasted like two stars. I’m sure the pizza box could achieve one star for taste if the right questions were asked.

I’m no statistician, but I always check the survey sample, how the survey was conducted, its independence, and the motives of those marketing the survey – at least for big purchases. Granted, when I’m hungry, little thought is given to food ratings.

You might think I’m nit-picking, but who holds flimsy consumer products surveys to account, or the advertising material they fuel? How many people buy things because of survey ratings?

What’s your view?

• Do you believe all these customer “ratings” on various products?

• Are you seeing more companies using star ratings to promote their products?

• Do you question consumer surveys or just take their results at face value?

• What are the best examples of dodgy market research to sell products?

• Or companies twisting market research to suit their purposes?

I shouldn’t just beat up on consumer products surveys. The next day I saw a university advertising high ratings for student satisfaction. Pity so many Australian universities have much lower ratings in research. Some would be lucky to get one or two stars for research by global standards.

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