How do brands know what their audience thinks or expects? By asking them, of course! That's the role of an insights expert like Katrina Noelle, founder of KNow Research . She joins Will Francis on the podcast to explain how that asking is done, and all that happens from that initial point of contact through to the all-important final insights - and even pearls - that come from the process. They chat about how market research has changed over the decades (short answer - customer expectations), tools for social listening, AI as friend or foe, and the importance of clean, reliable, and secure data. She offers advice on tools you can use, and adopting a mindset of listening to your audience at a myriad of sometimes surprising touchpoints.

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You can learn more about Katrina on her Twitter.

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Katrina's top 3 tips - Marketing Insights

1. Don't jump in and start doing research.

2. Write down a list of "I wish I knew" before doing any research

3. Place at any customer touchpoint an opt-in to sign up for participating in research.