LEVERAGE
"It is much easier to put existing resources to better use than to develop resources where they do not exist."
George Soros
Leverage in the marketplace can assist you to identify opportunities and test ideas before committing significant resources.
RESEARCH
"Research is to see what everybody else has seen, and to think what nobody else has thought."
Albert Szent-Gyorgyi
In essence, business and market research allows decision makers to improve their strategic planning, make intelligent informed decisions and leverage this information to their advantage in the marketplace and with stakeholders.