It is time to reimagine what a customer insights function could be.

Insights functions are not all they can be.

Insights teams should be one of the most valuable functions in a business.

If you want to be treated like a consigliere, you must act like a consigliere.

A consigliere is an advisor who helps guide major decisions without being in a formal position of authority.

And...

 I was a paramedic for a few years after graduating from college.

One of the things I was trained to do was treat life threats first.

For example, you don’t splint a broken arm if...

I was a paramedic when I graduated from college.

Kinda like Nicholas Cage in the Martin Scorcese film, Bringing Out the Dead.

I learned something important.

Prescription, without diagnosis, is...

Does Research move too slowly for Product or Marketing?

It's undoubtedly a complaint we hear a lot.

I addressed these concerns with a new approach to Research—one grounded in the approach...

The year is 1992.

Beverly Monroe, a single mother of three children, is accused of murder.

Monroe discovered her boyfriend’s body at his home, sitting on his couch, with a bullet wound to his...