For a second the reporting actually made it sound like a measure of real-world business success. Faulty Foundations To do better in business, you need to know what to do, what is the next move, and usually the next move after that. This means you must also know how to use research properly.
Few marketers do.
In fact, few marketers start out by asking the right questions. Research is about asking questions. This isn't a trick question. It's more of a Zen quip because 21st century assessment tools must be designed to deal with moveable, free-floating questions. And customers want value in any millennium.