This Data’s Got Game
Combine database research with primary consumer research for a richer picture of your customers
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Successful primary consumer research incorporates these steps:
1. Senior leadership buy-in. When contemplating research, ask yourself, “What will the company do differently based on research findings?” If a company is unwilling to change what it does or how it operates, research is merely academic. Executive sponsorship is critical to success if research is to drive change.
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