Two Nerds Talking Research with Wine #3

Your goal with research shouldn’t be to confirm you’re right — it should be to prove yourself wrong. Thanks to Edison Research VP Tom Webster for inspiring this one.

 Agencies often think of research as a significant cost, but fail to recognize its ability to generate revenue and ROI as well. Whether conducted for client work or for the agency’s own thought leadership and business development efforts, research can generate ROI in a number of ways — both by generating revenue and by…