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Having 20+ years of research experience, I have realized that getting insights with research was only one part of the equation. What all the brands are looking for is not only insights but also what to do to with them and how to implement. Research is great to identify and then reach the right people as long as you ask the right questions or it will not deliver. Insights from the research have to be actionable and how to take action on them is crucial. I believe that marketers do not need to reinvent marketing, just rethink how they do it.