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Developing effective strategies across a range of marketing disciplines - including branding, pricing, segmentation, and marketing spending effectiveness - requires broad insights into customers and their needs. Author establishes clear objectives that align with business realities, review the client's existing research to assess the need for new work, and then determine which research approaches, designs, and analyses will generate the most actionable insights for the current business challenge. They combine expertise in understanding complex business issues with an ability to arrive at tailored customer insights that lead to a deep understanding of customers.
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