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I believe coupling predictive analysis and research is important to help organizations drive innovation forward based on an intimate understanding of consumer culture and the ability to anticipate what they want even before they can articulate it. I would add that not only survey research is necessary but also emphatic design and field research to truly understand customers' needs. This dual approach, supported by a technology backbone, will surely allow your organization to grow, innovate, and differentiate itself from the fierce competition.

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