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Colleen Berg – How To Make Friends With Research
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“Too often research is a “check the box” part of the process when it should be a strategic tool for developing strategy. This means doing the right research at the right time. Research strategy is a whole other chat in itself but, when potential research needs and projects are considered during larger brand planning discussions, it’s easier to identify when research could be conducted that would actually be useful and what you would be looking to understand.” – Colleen Berg