Need to understand the views of customers, stakeholders, and staff, at scale?  

Traditional approaches are a sinkhole of time and money.

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Keyword trap

Keywords clarify nothing, because people don't think in keywords

Mismatch trap

Tracking studies seldom align with listening tools, or correlate with performance


Sentiment trap

By itself, sentiment is blind to the drivers of behavior and preference

Complexity trap

You don't have time for 

50 slide ‘paralysis by analysis’ decks  

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