Stop seeking what you’re looking for!

Seems counter intuitive right? Perhaps it is better stated this way, "stop searching for what you want to hear".

I’m referring specifically to market research here! When conducting, listening to and evaluating market research, that’s the mindset you need to have in order to critically evaluate the insights revealed.  This is not an easy task as we naturally gravitate or filter to what we want to hear versus keeping a truly open mind throughout […]


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