Journalists and users interpreted their research to be the company’s marketing direction and part of how they created their users’ experience, rather than data

Journalists and users interpreted their research to be the company’s marketing direction and part of how they created their users’ experience, rather than data revealing mass user behavior. Blame the messenger, reaction. Also, revealing parts of the sauce is perhaps more advantageous to competitors than may have been anticipated. They just don’t benefit much as a company when the reactions to published research becomes yet another thing for PR to manage.