Russell Parsons: If marketers really want to understand customers research cannot be seen as discretionary

That marketing is the ‘voice of the customer’ is such a well-worn aphorism it’s almost to the point of cliché. This, however, doesn’t mean it shouldn’t be the ultimate objective for every marketer with ambition to be damn good at their job.
It’s not enough to say it, nor is it enough to want it. To be it you have to, you know, go and find out what the hell it is your customers think, feel and desire.
As good as some marketers are, they are not blessed w