Step away from the customer, you're too close
Plenty of clients think they know their customers - or their brand - so well that they don't need research. If you're a small client with a small budget this might be true. Years of experience dealing with the same customers is probably a good sign you're doing something right and what's not broke don't need fixing. However... What if the market is changing? What if you need to find new customers with different tastes, who see the world and use their media differently? What
