Check out all the on-demand sessions from the Intelligent Security Summit here. For brands hunting for customer insights to drive decision-making, improve customer experience (CX), and ultimately spur growth, market research has long been part of the toolkit. Whether it's actually helpful or not is another question. In a typical market research project, brands invest (often heavily) in conducting research that amounts to a one-time snapshot of existing customer sentiment and, perhaps, competitors' prevailing differentiators. While this research can yield useful insights, it usually fails to recognize the wants of potential customers, or adequately correlate data that reveals exactly why customers are with competitors.