Get more out of your consumer research

"On the average, companies only anticipated what customers would choose about half the time." I agree with de-emphasizing the role of "executive intuition" in market research and this article talks about a great way to reduce you reliance on "What we already know", and rely instead on the data.


For all the organizations out there that tell you they are data-driven, how many have CMOs that will humbly admit that their intuition is less reliable than their data?


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