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. In this new millennium customers will have values that are consistent with their perceived new millennial realities. And while folks are willing to nod their heads about having entered the new millennium, and will proudly boast about their new marketing paradigms, they are content to rely upon last century's assessment tools.