The PR and advertising industries are facing the perfect storm… competition for consumer attention is fierce, consumers themselves are increasingly determined to ignore the noise, and clients are more demanding than ever to see a return on their marketing investment. How can agencies overcome these challenges? By turning to an often- overlooked counterpart in the marketing process: market research. Many agencies have varying perceptions of the value of market research with some viewing it as too costly, too time-consuming, or a hindrance to creativity. But those agencies who already swear by it know the reality is just the opposite; market research is a tool that helps them save money by lessening the risk of costly mistakes and putting them at a competitive advantage to help grow revenue. Here’s how.