The hard truth is: most research on customer insights goes unread, unvalued, unused. That's a pity. But there's a reason. Much of today's research throws out facts that people can't use. Time to end the waste.

Do you want to develop these—and many more—growth skills? Consider the Marketing Leadership Masterclass.

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Consider more "how to" research. Find customer insights that help people do things differently, better, faster. If in doubt, ask customers a very simply question: "what's the one thing we could do better?"

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