Performing market research helps us determine the direction a company should take to promote their products and services. What is a crucial point within this scope that research uncovers?

"One key point that can be considered while conducting and assessing market research is the position a brand already has from the consumer's point of view. This information is important because a company can build an entire campaign aimed at capitalizing on this position. This can mean building on already established roots to solidify market share and disqualifying any competition from occupying the same slot. Understanding the customer's perspective of a brand also provides opportunities to strengthen the bond between them and the company, as well as seek out new, similar customers with similar mindsets and needs."