This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people—employees, partners, retailers, and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand insights, re-define problems or markets, support risk-taking ideas, and illuminate diverse audiences. It's impossible to read this book without being inspired to undertake more innovative research with the confidence that it will pay off in the new growth for your brand.