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Why the Marketing Research Phase Still Matters

September 1, 2015

[ikon images/corbis]
[ikon images/corbis]

I was on a new business call when the CFO questioned investing in the research phase, which I explained was vital to achieving the organization’s objectives.

Here are some sound bites from the call:

We have all of the surveys you need and can send you the data. We aren’t going to pay you to learn our business — you’ll have to do that on your own time.

We don’t have time for the research, we need to get started now.

We now live in a world of big data, and each of our clients collects it. We also live in a world of immediacy and no longer have time to build proper foundations.

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