Who is familiar with this story….
You want to know more about your marketing audience so you purchase some research from a well recommended research and or data company. They send you a long, long, loooong form to fill out which asks you the questions you hired them to answer! But you stop everything to fill out the questions as best you can. You return the form and wait. And wait. And just before you fire off a threatening email wondering where your research is, it shows up! You happily sit down to read it and quickly find out that the research describes your market but not your customers. It tells you little to nothing about what your customers want, like, or need and
When the research you bought doesn’t have the answers you need.