This Data’s Got Game

6. Get organizational and senior leadership buy-in to the results. Decision makers should be thoroughly involved in the entire process, especially in step 5 to ensure that actionable change will occur as a result of the work.

Get the Full Picture
Using both database research and primary consumer research will create a rich picture of your customers, including their behaviors, attitudes and beliefs. Learning these “whys” and “where elses” can help drive profitable growth, and it doesn’t have to be difficult or expensive. The knowledge you gain by combining these two powerful tools will pay off handsomely.