Get Lost! Buyer Research in a Digital World

“The world is full of obvious things which nobody by any chance ever observes.”
― Arthur Conan Doyle

How do we navigate in a world without landmarks? We create them. In 1714, as more and more ships set sail away from shore, the British government created a prize for the first person to find a way to determine a ship’s east or west position: longitude. Yet mariners rallied against the campaign as the certitude of longitude would erode the serendipity of the sea. Or look at market research, a $73.4 billion industry today. For aeons…