Taking your business to the next course of action does not just happen on a whim. You first need to research, gather data, and find support whether or not what you’re planning is the right step to take. Paul Higgins’ guest for this episode is all about doing market research. He has over Lisa Genovese, the President of BottomLine—a marketing research company helping clients move their business forward. Here, Lisa shares how marketing research made her company what it is now, taking us inside what they are doing, the processes they follow, and the working environment. Plus, she then talks about the importance of marketing research, why being told your baby's ugly is a good thing, how you can conduct it without the complexity and high costs, and who best to talk to among your clients to validate the hypothesis, the bottom line.

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