Market researchers in the building products and home improvements industry are usually a quiet lot, more used to providing information to support headlines than making them. However, market research can be a hazardous profession - three Iranian pollsters who released survey findings about the country's fundamentalist regime are now facing trial. The men have been accused of espionage and creating false information for the purpose of abetting anti-revolutionary forces.

Their survey reveals that 75% of Iranians supported reopening diplomatic relations with the US - considered by Iran to be the 'Great Satan'. There has been no contact between the US and Iran since 1979.

Their polling institute has been closed down - although it is believed that the poll was ordered by a Parliamentary committee.

“Sometimes the truth hurts,” comments Lucia Di Stazio, Market Research Manager at Michael Rigby Associates, which specialises in fact-based marketing and PR in the home improvement and building materials markets in UK and Europe. “But the whole point of independent, objective research is to tell you what customers or non-customers think of you and products, warts and all. It's essential feedback to help you on the right track, even if the news isn't all good.”