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‘You can be blinded’: The perils of falling into the data trap
The State of Market Research series continues with an examination of the role internal data has played in the seemingly diminishing position of market research. Is internal data a cheap effective resource or is it leading brands to false conclusions?
With budgets under pressure and when every penny of marketing spend counts, there is a natural temptation for brands to eke as much as possible from one of their key assets: data.
