CUDDLE-UP!
To develop a great brand, you need to hear from the people who will form strong relationships with it. That's essential to developing a compelling brand strategy, one that makes it easier to attract and bond with the customers you want. Primary research isn't uni-dimensional, though, because people aren't. So you need a multi-pronged approach that combines face-to-face, online, and even ethnographic techniques to give you the insights that add muscle to the strategy.