I’m a big proponent of market research.
I’ve seen, first hand, how it can be integrated seamlessly into the operations of a rapidly-growing start-up. (They tracked customer satisfaction every week, in every new store, and grew into a billion-dollar brand.)
I’ve seen how research insight leads some brands in profitable new directions, and others back to their roots. And I know that some of the greatest ad campaigns of all time were built on tidbits of information from surveys and focus groups. Can you say, “Got Milk?”