Sometimes the answers you need are outside the office doors, in the minds and habits of the consumer. Establishing a bar for current consumer practices, attitudes and impressions is always recommended. This verifiable data is used to prioritize marketing efforts and help gauge results down the road.
Initial primary and secondary research can provide baselines for customer opinions and awareness. Returning to conduct surveys and other research after a campaign (and during a campaign) can help to show ways marketing positively influences opinion and action.
Howerton+White can coordinate research, helping you see your product and services through the unfiltered lens of those you want to reach.