You require a research organization that brings a passion for understanding the context in which a consumer or citizen develops their attitudes, beliefs, behaviors and needs—latent or evident. That organization must deliver information, and suggested action, that is not just about the here and now but often about the "what is next" in order to inform your strategic plans, your potential acquisitions and the pinpointing of the next big thing.

Your strategic needs must be informed by:

• Emerging societal and political trends
• Information about changing consumer attitudes, lifestyles, and multi-media consumption, as well as retail shifts

When marketers better understand consumers in this light, they have the competitive edge!