How Has Your Understanding of Market Research Changed?

When you first became a market researcher, how was your understanding of market research different at that point than it is now? Now I think there's more of an opportunity to look at what is the question behind the question and what actions can be taken for the future. It used to be much more reactionary. We talked about brand tracking. Brand tracking used to be always looking in the rearview mirror. What's happened over the last year and where does my brand sit as a result? And nowadays, any brand tracking measurement that I've been involved with, it's all about using what's happened in the past,. But really to inform the future strategy, inform the growth, inform the path forward