Used car salesmen tell you that the car was only driven on sundays to church if it will get them your money also.
It all depends on who does the research and where the research is done. If a member of high management in the company owns a c store for example he could take all of the other edrinks out except for nitro, do a little "research" and find that nitro is the fastest growing edrink in his store. He then puts this into print and finds people to buy franchises because the drink is the "fastest growing".
Taste tests results are skewed to whatever company is running the tests. Do you honestly think the "the Pepsi challenge" was actually honestly recorded? I tend to believe that it wasn't.If the results of the Pepsi challenge converted all the people who took the test to drinking Pepsi, ( Pepsi had a 3-1 margin IIRC over coke) wouldn't Pepsi just be kicking the snot out of coke in sales?
Take my info for what you want. The people are no different than the people selling red bull machines at creative concepts, all they want is your money, they have no interest whatsoever in you making any because they made theirs.
If what you did yesterday still looks big, you haven't done much today.