What is your favorite aspect of market research?

You play such a vital role in the development and growth of products and companies! What tools do you enjoy using the most? How have you contributed to the success of companies in the past? How have you helped prevent failure? You have the ability to identify threats that can harm operations and help companies see the shortcomings of products in order to improve them. These are all aspects that can make your job enjoyable. Share your favorite one and talk about why you enjoy that particular aspect of your research.