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Whether you need a deep understanding of your consumer to inspire innovation, get your strategy or positioning right, or test advertising or new product concepts, how do you uncover the 10% you need to know, explain why it matters and decide what to do about it?

Using the 90/10 rule, Jim White, Co-founder and Insights Strategist at RealityCheck, shares four ways to uncover the consumer insights that matter most in your market research data.

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