Can't make a square peg fit in a round hole? That has never been more true when it comes to market research analysis. When doing market research surveys you are measuring the public perception of a good or service. There's no magic spell that can conjure up the exact results you are looking for.
If you try and fudge the numbers it will only wind up hurting your strategy plan in the long run. It's best to get everything out on the table in the beginning. If the results are not what you expected, then the survey results allow you to deal with a change of plans or create a new strategy at a much earlier stage.