In a typical customer journey, so much of the marketing effort centres on customer retention and loyalty – after all, it's cheaper and easier to keep a customer than to win a new one, right?
It is a given that research allows businesses to understand their marketplaces. That said, gathering masses of data doesn't mean you're getting the answers you need.
If you fail to plan, you plan to fail is one of the hackneyed sayings in business, but when it comes to market research many businesses rush in without really thinking through what th
