Purpose of analytics: to provide psychological comfort or strategic direction?

The perils of market research.

After reading the article by Michael Baker I wonder if there is solely a psychological aspect to the need of carrying out market research or analytical research in general? Does the act of carrying out business analysis increase confidence in decision making regardless of the quality of research taken (within reason)?

Should there be a universal certification for business analysts?

If you want a quality plumbing job done, you would get a registered and certified plumber.
If you want your car fixed, you see a registered and qualified mechanic.
But what exactly does a qualified business analyst look like?
How do employers know that they are getting a quality business or data analyst?

I believe this is an incredibly important to ask, as more businesses are using business analytics for maintaining their competitive edge. Regardless of the complexity and genius design of analytical software the old rule of 'garbage in - garbage out' remains true. The only safeguard businesses can use to ensure quality is to be sure that the Business Analyst is highly competent.

Failure to check the competency of Business Analysts could result not only in monetary loses, but also could negatively affect the business's view of business analytics as aiding business performance.

However, given the vast array of analytical software available and the large variation between businesses and their needs, I wonder what would certification look like?