“We’ve worked a lot with Lifecycle Insights. In one of our first projects, we asked them to help validate what we thought was our target audience’s challenge. That research uncovered some real surprises. It helped validate our messaging. And that’s pretty crucial because it takes time to build these campaigns right. If you go off on a tangent, and that issue isn’t relevant, you’ve wasted a lot of time.They validated the core concern of that group, and we were on target.