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How Strategists Use Cultural Context, Data, And Point of View To Tell Stories
Market researchers and strategists have a symbiotic relationship. Strategists offer a hypothesis or point of view, creating meaningful relationships between data and facts. It’s a matter of connecting the dots, not collecting the dots. While data gives voice to the consumer, strategists factor in cultural context to present a holistic picture of the narrative the data is trying to tell. Even though some overlap between market research and strategy may occur, they are two distinct disciplines. Data informs while insights inspire. It is the strategists' responsibility to discern nuances in the…
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