Research has no bounds – it can literally answer any question you pose. At the very least it can add colour, depth and insight alongside the transactional data we typically work with from customer databases. It can answer the why and the how. Database analysis answers the when, the how many and the what. Our research partner, Beautiful Insights, provide consumer panels that can be used to quickly test a market, or provide quantitative results on literally anything. They supplement this with online focus groups, an innovative way to conduct and observe qualitative group interviews from the comfort of your own home. Ethnographic research, or shadowing, provides a further layer still – an experienced interviewer will spend a full day with one of your customers to really get into the detail of their lives. A video summary provides a fabulous way of sharing the insight across your organisation.