It’s amazing how many marketers and creative types think research is a painful necessity. Those are the people who tend to use research to double-check or justify what they’ve done instead of welcoming research to uncover new ideas. Great researchers can help you uncover new ideas and new possibilities. And the best way is to make researchers part of your development team. Find a good one. Make friends with them. Tell them what your business situation is and let them give you suggestions as to what kind of research you should be doing. It will transform the way you do business.