In the world of business, much like in the movies, the most powerful lessons often come when we’re willing to question what we think we know. From Jedi training on Dagobah to the illusion-shattering moments in The Matrix, some of the most iconic cinematic quotes remind us of the value of unlearning, rethinking, and shifting perspective.

These moments, though fictional, capture a truth that resonates deeply in the realm of market research: to grow, we must let go of assumptions, embrace the unknown, and seek clarity through evidence.

Here are four iconic zen movie quotes that relate to the power of market research:

“You must unlearn what you have learned… Do or not do. There is no try.” Star Wars: The Empire Strikes Back (1980)

If there was ever a teacher that believed in honouring a beginners mind, it is Yoda. In The Empire Strikes Back, the sensei-esque Yoda delivers this line to a defeated Luke Skywalker during his Jedi training on Dagobah, as he struggles to lift his X-wing out of the swamp using the Force. The line underscores the idea that Luke’s preconceived notions about what is possible are holding him back. He must let go of his past understanding of limitations to embrace the power of the Force, which transcends physical limitations.  Sometimes the answers seem so obvious to us inside a thing, that we lose sight of the whole. Market research is about gaining an unbiased insight into your business to create solutions that bring about real change.

“You drown not by falling in the river, but by staying submerged in it.” Extraction (2020)

Chris Hemsworth plays a fearless black market mercenary, who embarks on a deadly extraction when he’s enlisted to rescue the kidnapped son (Ovi) of an imprisoned international crime lord. In one scene Ovi shares some wisdom for a stuck Hemsworth that resonates across contexts.

If your business doubles down on doing things the way you always have, your circumstances won’t change. Market research can help illuminate new perspectives and solutions to old problems.

“Wax on, wax off.” The Karate Kid (1984)

Sometimes the lesson isn’t always immediately obvious, but that doesn’t mean it isn’t there. In this oft quoted scene, Mr. Miyagi reveals to a frustrated Daniel that his seemingly pointless chores have actually been conditioning him to fight.

Tracking research is vitally important once a business has implemented change. Because if you can’t see the results, how can you know the changes are coming into effect.

“There is no spoon.” The Matrix (1999)

Another seminal moment in film, “there is no spoon” is delivered to Neo as he is learning about his role in fighting the powers that be that protect the matrix. However, the phrase isn’t just about bending a spoon. It’s about shifting your perspective to understand that perceived limitations are often just constructs of the mind. 

Innovation and bold steps into the future of your business aren’t impossible – you just need solid data to back up your decisions.

Want to know more about how market research can help your business? Head here.