So, the plans for 2016 are all set. Budget allocations, product launches, promotional plans, campaign schedules and sales targets. But before you get that new logo or increase your content marketing spend, don’t you want to know if you’re shooting in the right direction? While agencies and their clients alike rely on time-tested hunches, sometimes a reality check is needed. Market research provides the data and validation for your hunches, from assessing the market landscape to testing advertising effectiveness.