Reliable consumer insights are essential to any business, no matter the size. Often, they are the foundation for identifying what changes need to be made to a business. For example, they might wish to know where their brand is ranking in terms of a relevant brand index
, identify strengths and weaknesses of their brand currently, or be gaining information to help shape a new product or service. Yet, in this digital age, we can not always trust some sources of customer feedback and consumer insights.
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