{"id":47781,"date":"2022-11-22T17:05:12","date_gmt":"2022-11-22T22:05:12","guid":{"rendered":"https:\/\/1aa340fc3d.nxcli.io\/?p=47781"},"modified":"2024-02-05T10:57:31","modified_gmt":"2024-02-05T15:57:31","slug":"recap-take-the-trust-fall-with-first-party-data","status":"publish","type":"post","link":"https:\/\/staging.sago.com\/en\/resources\/blog\/recap-take-the-trust-fall-with-first-party-data\/","title":{"rendered":"Recap: Take the Trust Fall with First-Party Data"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text css=&#8221;.vc_custom_1669154474104{border-left-width: 7px !important;padding-left: 15px !important;border-left-color: #7bc236 !important;border-left-style: solid !important;}&#8221;]<strong>Key Takeaways:\u00a0<\/strong><\/p>\n<ul>\n<li>Marketers must find creative ways to understand their customers in order to remain competitive<\/li>\n<li>First-party data collected through market research provides deeper, more reliable insights<\/li>\n<li>Market research becomes part of the brand experience and can build loyalty and trust<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_column_text]Sago recently held a live webinar to share on all things related to first-party data: its value to brands in relation to third-party data, how to collect and leverage it, and why its future is so bright.<\/p>\n<p>This webinar was hosted by Rebecca Ackerman from the American Marketing Association, and presented by:<\/p>\n<p><a href=\"https:\/\/staging.sago.com\/team\/isaac-rogers\/\">Isaac Rogers<\/a> \u2013 President at Sago<br \/>\n<a href=\"https:\/\/staging.sago.com\/team\/ellie-ahmadi\/\">Ellie Ahmadi <\/a>\u2013 Chief Marketing Officer at Sago<\/p>\n<p>In this Article:<\/p>\n<p><a href=\"#anchor1\">Why are we talking about first-party data?<\/a><br \/>\n<a href=\"#anchor2\">A sea of change in market research<\/a><br \/>\n<a href=\"#anchor3\">What does traditional market research look like at Sago?<\/a><br \/>\n<a href=\"#anchor4\">The shifting data landscape<\/a><br \/>\n<a href=\"#anchor5\">What are you doing to prepare for a cookie-less world?<\/a><br \/>\n<a href=\"#anchor6\">Leveraging market research<\/a><br \/>\n<a href=\"#anchor7\">Outdated notions of market research<\/a><br \/>\n<a href=\"#anchor8\">Considering a custom market research approach<\/a><br \/>\n<a href=\"#anchor9\">6 benefits of first-party market research data<\/a><br \/>\n<a href=\"#anchor10\">Market research &amp; brand experience<\/a><br \/>\n<a href=\"#anchor11\">The importance of the full picture in the coming years<\/a><br \/>\n<a href=\"#anchor12\">Audience Q&amp;A<\/a>[\/vc_column_text][vc_column_text el_class=&#8221;calloutmatte&#8221;]<\/p>\n<h4>Ready to start collecting first-party data with the help of market research?<\/h4>\n<p>Speak with our team to get started!<\/p>\n<p><a class=\"button\" href=\"https:\/\/staging.sago.com\/get-in-touch\/request-a-consultation\/\">Book a consultation<\/a>[\/vc_column_text][vc_column_text]<\/p>\n<h4 id=\"anchor1\">Why are we talking about first-party data?<\/h4>\n<p>Google\u2019s plan to phase out \u201crisky\u201d third-party cookies in 2023 could signal the beginning of the end of third-party data\u2019s reign as king. In this new era, brands will have to get creative and go back to their roots when it comes to gathering intel on their existing and prospective customers. In this webinar, Isaac and Ellie take turns explaining why that may not be such a bad thing.<\/p>\n<h4 id=\"anchor2\">A sea of change in market research<\/h4>\n<p>Here\u2019s an abridged version of Isaac\u2019s opening remarks:<\/p>\n<blockquote><p>\u201cWe\u2019ve seen a huge shift in the past 12 to 18 months\u2026and a lot of it ties to concerns about how marketers are going to be able to make business decisions related to their campaigns\u2014related to how they think about their customer audiences and segments\u2014because a lot of their third-party data sources are either getting cut off, questioned, or just thought about differently. And so now that thinking is kind of having to shift and market research is actually where a lot of those conversations are now turning back to.\u201d<\/p><\/blockquote>\n<p>Since not everyone on the call has necessarily had experience working with a traditional market research agency, Isaac took the time to clarify what that looks like.<\/p>\n<h4 id=\"anchor3\">What does traditional market research look like at Sago?<\/h4>\n<p>At Sago, we do 3 things:<\/p>\n<ol>\n<li>We get you a custom audience\u00a0you can talk to and engage with and listen to; people who\u00a0can answer questions about your marketing decisions, your advertising, how you need to speak and behave with them and in front of them.<\/li>\n<li>We have ways for you to get answers. So these are platforms and venues and places where you can talk to that audience.<\/li>\n<li>We have experts\u2014people who\u00a0can help you engage with your audience and provide you with tactics and methods and direction on the best ways to learn from your audience.<\/li>\n<\/ol>\n<p>\u201cAnd we do these three things over and over again in a lot of different ways. We do everything from a traditional survey methodology to custom qualitative work, and we have DIY platforms. So these three buckets take on different shapes and sizes. But at the end of the day, it\u2019s the audience, it\u2019s the answers, and it\u2019s the experts that we\u2019re able to bring to the table.\u201d<\/p>\n<h4 id=\"anchor4\">The shifting data landscape<\/h4>\n<p>At this point, Ellie took over to speak more on how the data landscape is shifting. Here are the key stats she highlighted:<\/p>\n<ul>\n<li><strong>33 percent<\/strong> of users have terminated relationships with companies over data (Cisco)<\/li>\n<li><strong>25 percent<\/strong> of users believe companies are responsible with their personal data (Pew Research Center)<\/li>\n<li><strong>15 percent<\/strong> of consumers believe companies use their personal data to improve their lives (Pew Research Center)<\/li>\n<\/ul>\n<p>And what does this mean for marketers?<\/p>\n<ul>\n<li><strong>81 percent<\/strong> of companies still have complete or substantial dependence on third-party data (Twilio)<\/li>\n<li><strong>94 percent<\/strong> of marketers agree privacy should be a significant factor in the design of any marketing measurement strategy (Econsultancy)<\/li>\n<li><strong>56 percent<\/strong> of marketers believe their organization offers a clear value exchange in return for customers sharing their data (Econsultancy)<\/li>\n<\/ul>\n<p>Ellie then asked those on the call what was probably the most burning question for today\u2019s topic:<\/p>\n<h4 id=\"anchor5\">What are you doing to prepare for a cookie-less world?<\/h4>\n<blockquote><p>\u201cThere\u2019s a missing piece of the puzzle\u2026understanding what our clients are saying. How do you build that trust? How do I directly hear from my customers? If your customers know that you\u2019re directly talking to them, if they know that you\u2019re acting on their feedback, that\u2019s how you start to build that trust.\u201d<\/p><\/blockquote>\n<p>Ellie\u2019s main takeaway here is that if third-party data collection presented trust issues with consumers, then perhaps a return to first-party data could be a way to regain that trust.<\/p>\n<p>But beyond trust-building, the market research processes through which we collect first-party data\u2014as well as the data itself\u2014can amplify and create a more complete picture of our market. Essentially, it fills in the gaps third-party data leaves open.<\/p>\n<h4 id=\"anchor6\">Isaac on leveraging market research:<\/h4>\n<blockquote><p>\u201cWe need to get creative to understand our customers. Marketers are starting to tell us that they\u2019re not sure they\u2019re really getting the full picture of their customers through third-party data.\u201d<\/p><\/blockquote>\n<p>Isaac went on to talk about how marketers know plenty about their existing audience from what their third-party data resources tell them. But what about the audience you don\u2019t even know is out there? The audience that doesn\u2019t even know\u00a0your product our brand exists, or that it could be a solution to their problem? How do you tap into that audience?<\/p>\n<blockquote><p>\u201cWell, there\u2019s no way to get intent data; there\u2019s no way to get that targeting data if people don\u2019t even know the problem exists for them. So how do we learn the things that I can\u2019t learn from these third-party data sets? How do I understand the unmet needs of a customer? How do I understand what customers are looking for when they don\u2019t even know how to tell me, or when search data doesn\u2019t tell me what I\u2019m looking for? And we\u2019re sitting here going, Hey, remember market research? We\u2019re the folks who can help fill those gaps.\u201d<\/p><\/blockquote>\n<h4 id=\"anchor7\">Outdated notions of market research:<\/h4>\n<p>Isaac went on to challenge some of the older perceptions some marketers may have when it comes to traditional market research, namely:<\/p>\n<ul>\n<li>It\u2019s too expensive<\/li>\n<li>It\u2019s too slow<\/li>\n<li>It\u2019s too complicated<\/li>\n<\/ul>\n<blockquote><p>\u201cWhat you need to understand is there\u2019s been a huge evolution in market research over the past five to 10\u00a0years. We can move so much faster now. There are so many DIY solutions. There are so many Do-It-For-Me solutions where you can partner with different firms and organizations and conduct very lean research for ad testing, concept testing, segmentation, persona development, and it doesn\u2019t have to be a six-month, $600,000 project anymore. Your project can be tactical, agile, iterative, learning-focused, and it fits right into the marketer\u2019s toolkit.\u201d<\/p><\/blockquote>\n<p>Isaac\u2019s main takeaway here is that market research is much bigger than the third-party data marketers may be relying on today. It gives a more complete picture of your customer. Not only does market research\u00a0give you more insight into the audience that isn\u2019t showing up at your doorstep, but it\u2019s also a much simpler, faster, and more cost-effective process than what it used to be.<\/p>\n<blockquote><p>\u201cAnyone who tries to tell you that market research is complicated, I would actually shy away from them. Because at the end of the day we\u2019re really just trying to do two or three different things.\u201d<\/p><\/blockquote>\n<h4 id=\"anchor8\">Questions to ask yourself when considering a custom market research approach:<\/h4>\n<h5>Who am I trying to reach?<\/h5>\n<p>\u201cWe have an extraordinary capacity to reach an audience that you may not even assume we could reach,&#8221; said Isaac. &#8220;We have millions of people who are literally taking surveys every single day that we can put your questions in front of, put your copy in front of, put your creative in front of, and get better decisions made faster than ever before.\u201d<\/p>\n<h5>What attributes am I looking for?<\/h5>\n<p>\u201cThere\u2019s a wide range of online solutions these days that could fill pretty much any needs you have. The beauty of these iterative tools we have in research is you can pretty much discover any attribute you might be looking for from an audience.\u201d<\/p>\n<h5>What question am I looking to answer?<\/h5>\n<p>\u201cIt used to be, when you\u2019d think about market research, you\u2019d think of these big huge long discussion guides, these big huge long research frames that were about 15 or 20 questions all embedded into one. But today the research world has become more iterative, more agile. We have a lot of clients today who are just looking for one thing\u2026they just want to know this one thing about their audience.\u201d<\/p>\n<h4 id=\"anchor9\">6 Benefits of first-party market research data<\/h4>\n<p>Isaac emphasized that custom market research campaigns\u00a0enable brands to learn things about their customers that could fundamentally reshape their marketing plan, and shift go-to-market strategies. Here are the advantages of first-party market research data according to Isaac:<\/p>\n<ol>\n<li><strong>Deeper behavioral insights: <\/strong>\u201cThere\u2019s a lot of stuff that you just can\u2019t get from your digital footprints, your funnel and flow. There are a lot of conversations that people have that are not included in those data sets, as well as the fact that people are generating data on multiple devices. With market research, we can tie all the fragmented data together. You could spend 30 minutes getting a glimpse into a day in the life of someone to really understand how they go about looking for new products and services.\u201d<\/li>\n<li><strong>Persona creation:<\/strong> \u201cYou may have good personas created that are based on the patterns and behaviors of the people showing up at your doorstep, but that\u2019s a very small sliver of understanding of who those people are. Market research tells a broader story about who these people are. There are psychographic things about these buyers that you\u2019re totally missing with your advertising. They may look like they\u2019re coming via the same steps in the funnel but there are actually attributes that got them there that are psychographically different. And so with this deeper understanding of your customer that can come from actually just talking and interacting with them through market research, you can create richer personas. You can put voices to these people.\u201d<\/li>\n<li><strong>Customer-focused opportunities:<\/strong> \u201cWhen we\u2019re having these more robust conversations with our customers, we\u2019re not just relying on the data stream and their digital footprint, but we\u2019re actually engaging with them. Customers will tell us all sorts of things about our product. We want to find the opportunities with the people who don\u2019t make it through the product flow because you\u2019re missing just this one thing. Their feedback never hits your data stream if you don\u2019t capture the voice of the customer directly because they\u2019re never going to buy from you. You\u2019re never going to get that intelligence.\u201d<\/li>\n<li><strong>Valuable input:<\/strong> \u201cSomething that I think people devalue or don\u2019t think about is that these customers, especially in a B2B setting, are super engaged in giving their input. They want the products to be better even if they\u2019re not a current customer. They want to share their opinions and give you their feedback. And even if it doesn\u2019t help you on the marketing side, it could help you on product development or it can help your testing group.\u201d<\/li>\n<li><strong>Data validation:<\/strong> \u201cWe do a lot of data appending or data aggregation of first-party data assets where we will do some kind of primary research. We\u2019ll do first-party data collection. Maybe we\u2019ll run a survey. Maybe it\u2019s a concept test. Or we\u2019ll pull from part of our database where we can also cross-match those individuals with individuals who you have first-party data access to. We can connect those pieces together so we can say, Here\u2019s what concept they liked and didn\u2019t like and here\u2019s who they actually are in your CRM.\u201d<\/li>\n<li><strong>Recontact:<\/strong> \u201cWith a smaller cluster of consumer respondents, you can constantly go back to them to test creative ideas, to show them new product ideas, to get them involved in the marketing decision-making process. These micro-communities can be a really cost-effective way for you to continuously engage an audience, and do iterative testing with the same population of people.\u201d<\/li>\n<\/ol>\n<h4 id=\"anchor10\">Market research &amp; brand experience<\/h4>\n<p>Ellie jumped in here to share her thoughts on the complex riddle of brand perception and brand awareness that third-party data is generally unable to solve. Third-party data is good at figuring out click-through conversion and engagement, and understanding the customer when they actually make a purchase, but what about the all-important question:<\/p>\n<h4>What do people actually think of us?<\/h4>\n<p>This was exactly the brand-perception question Sago has been trying to answer with its own clients in recent years, particularly from the folks who were clients of its competitors\u2014the portion of the audience that was not showing up in its CRM.<\/p>\n<p>Ellie explains further:<\/p>\n<blockquote><p>\u201cWe ran a qualitative benchmark survey in partnership with market researchers who went out and sat with certain folks and asked these questions in person: Who do you think Sago is? What are they like? What do you think they do?\u201d<\/p><\/blockquote>\n<p>This was a fruitful exercise but what was important was to continue running it. Two years later, then six months later, and so on.<\/p>\n<blockquote><p>\u201cThis gave us a new benchmark. And we need to keep on doing this. To challenge ourselves to change our perception, to move the needle to where we want it to be. It became crucial for our own brand awareness to run these types of research campaigns, to step outside of our own first-party data and find out what may not be sitting in our systems,\u201d Ellie continued.<\/p><\/blockquote>\n<p>She used these points to segue into an important takeaway:<\/p>\n<blockquote><p>\u201cIf your customers truly believe that you use their data to help improve their lives, if they see those changes you make to your products based on their feedback, you\u2019ll establish that brand loyalty and trust because they\u2019re seeing it.\u201d<\/p><\/blockquote>\n<p>Through this, we can see that a campaign to generate brand awareness can actually lead to brand loyalty.<\/p>\n<h4>Other key takeaways:<\/h4>\n<p>Marketers must find creative ways to understand their customers in order to remain competitive.<br \/>\nFirst-party data collected through market research provides deeper, more reliable insights.<br \/>\nMarket research becomes part of the brand experience and can build loyalty and trust.<\/p>\n<h4 id=\"anchor11\">The importance of the full picture in the coming years<\/h4>\n<p>Isaac made a great point: When the economy is booming, it may not be as important to get everything perfect. But when the economy recedes, your advertising and marketing decisions need to be spot on. Getting the full picture becomes imperative.\u00a0He explained:<\/p>\n<blockquote><p>\u201cThat\u2019s how you\u2019ll retain your customer share in the next two to four years. That\u2019s how you\u2019re going to grow your market share. It\u2019s going to be a lot more competitive and every dime you spend needs to be on the money. There\u2019s no better way to calibrate your compass than getting to that voice of the customer, and market research is probably the fastest and most effective way to do that.\u201d<\/p><\/blockquote>\n<h4 id=\"anchor12\">Audience Q&amp;A<\/h4>\n<p>After Isaac\u2019s closing remarks, Rebecca took over to moderate a lively Q&amp;A session:<\/p>\n<p><strong>What\u2019s the one thing marketers could start on tomorrow as far as market research?<\/strong><\/p>\n<p>Isaac: \u201cSpend a little bit of time, just a bit of casual Google searching, looking at what your options are from a DIY and self-service perspective. You\u2019ll be amazed at what\u2019s out there. Otherwise, just talking to people like myself and Ellie who are in the industry. We can give you best practices on how to pick an agency or do it DIY style.\u201d<\/p>\n<p>Ellie: \u201cTake it a level back and think about what am I trying to answer that I don\u2019t know the answer to or that doesn\u2019t exist in the data that I have? Is it worth investing in that further? Will the answer to that question make an impact? Start with that question.\u201d<\/p>\n<p><strong>What are some tools you recommend we use to collect first-party data?<\/strong><\/p>\n<p>Isaac: \u201cThe two paths in market research are qualitative research and quantitative research. So depending on what your question is, you typically start down one of those two paths and there are DIY solutions, there are full-service solutions, there are self-service solutions that cover that full spectrum, depending on your budget and how robust your question is.\u201d<\/p>\n<p><strong>What were some of the brand health metrics you were tracking with the Sago research campaign you conducted?<\/strong><\/p>\n<p>Ellie: \u201cIt was awareness\u2026aided awareness versus unaided awareness. And also how we stood against our competitors. And then who do they think we are and what is it they think we do as an organization?\u201d<\/p>\n<p><strong>If I\u2019m a marketer without research experience, do I have to rely on outside agencies for this first-party data?<\/strong><\/p>\n<p>Isaac: \u201cIt depends. Look at the size of the prize. If you\u2019re trying to make a giant shift in the tone and voice of your brand, I would very much recommend hiring a bona fide research agency or an independent consultant. It doesn\u2019t have to be wildly expensive. But bring in somebody whose job it is to do these things who can help you navigate these questions. But if it\u2019s a simple product extension and you just want to scratch the itch to know like, well, maybe this other category customer would be interested in this if we marketed to them. That\u2019s something I would encourage you to just get 20 customers on some video interviews, and go ask them yourself. It\u2019s better to talk to your customers than guess about them.\u201d<\/p>\n<p>Ellie: \u201cWith the evolution of marketing over the past 15 to 20 years, all marketing people have become market researchers in a way, right? We\u2019re constantly overwhelmed by the data that comes at us and we\u2019re trying to understand the story, to connect the dots of that story to come back with an analysis, an \u2018aha\u2019 moment. So we\u2019re all market researchers. Don\u2019t sell yourselves short.\u201d<\/p>\n<p><strong>What is one of your favorite wins and what measurements stand out from that example?<\/strong><\/p>\n<p>Here, Isaac shared a great story about a past client of his: a big gum manufacturer who was trying to target an affluent, all-male, athletic, single or recently married, super trendy segment for their product. They had created a video ad campaign and were testing the videos on subjects from this target audience. At one point, they wanted to dismiss one of the subjects because he just didn\u2019t align with their perception of an ideal customer\u2014he wasn\u2019t trendy, or affluent, or articulate. But when Isaac took a closer look at the subject, he realized this participant\u00a0was buying more of the client\u2019s product than anyone else in the respondent group. That was a big moment for the gum manufacturer because they realized that they had to change their preconceived notions of who their customers actually were. Sometimes the way we market our products may be attracting people we never anticipated to be our perfect customer.<\/p>\n<p><strong>How do you see AI impacting market research this decade?<\/strong><\/p>\n<p>Ellie: \u201cI think there\u2019s still a lot to be explored but I think at the end of the day you need a human involved in that AI process to optimize it, to make sure that it\u2019s delivering. AI is great and I think it will have a place in market research, but I think it still requires a lot of human involvement for a long time to come.\u201d<\/p>\n<p>Isaac: \u201cThey\u2019re helper applications, is the way I would put it. AI at this point in time is really good at looking for patterns. But what AI is not good at is looking for nuance. And what market research is so good at illuminating is the nuances of how to say this a little bit differently to this particular audience, or the thing you\u2019re not saying that you should be saying. AI is not good at that, but it can be helpful for categorizing, or what we call theme extraction, or identifying patterns. We\u2019re a few years removed still from AI showing up like the Terminator and killing all the researchers. The nuance is where the nuggets are, and AI usually glances over those and calls them noise because it\u2019s looking for that strong signal, not to find meaning in the noise.\u201d<\/p>\n<p><strong>What about first-party data that already exists in your systems?<\/strong><\/p>\n<p>Ellie: \u201cYou should be tapping into it. You should be staying connected there. But again, what we\u2019ve been talking about is in terms of the unknown\u2014the stuff you don\u2019t know yet because it\u2019s not sitting there in your system. So sometimes you need to go out there and get more of that. So it goes back to the question: Are you trying to understand something that\u2019s not within the data that\u2019s in your database? Or are you trying to convert additional people that are not sitting in your database? Those can become like two different tactics in market research.\u201d<\/p>\n<p>Isaac: \u201cYeah, you\u2019ve got first-party data for your existing customers. But you know almost nothing about the customers who\u00a0choose to buy from your competitors. And so that\u2019s where market research can be super helpful. In some cases, first-party data can become like tell me what you already know. I mentioned earlier that doing things like data appends can be amazingly powerful these days. Because if you do have CRM data about your products and services, we can match and marry that with either the segment or the actual individual you bring into research. And that\u2019s like a chef\u2019s kiss.\u201d<\/p>\n<p><strong>In terms of getting ready for the cookie-less future, B2C companies have built systems of first-party data, but B2B companies are not in that same position. What are some effective ways for B2B marketers to build first-party data?<\/strong><\/p>\n<p>Isaac: \u201cYou know, it\u2019s funny, I would expect that question to go in the other direction. What we oftentimes see is that B2B companies have fairly robust CRM solutions, apart from maybe those, like CPG companies, who are not selling directly to their customers. So companies who don\u2019t have that direct access to first-party data, who don\u2019t have that direct customer relationship, end up being bigger consumers of research. That makes us like the bridge to help you understand the people you don\u2019t have a direct connection to.\u201d<\/p>\n<p>Ellie: \u201cFor B2B, it\u2019s tough to build that audience because you\u2019re not dealing with a shopping cart model, you\u2019re not dealing with a buying community. That\u2019s why it gives rise to this whole ABM and intent data. And I think that those are great options for building first-party data. Beyond that, you need to get creative with how you find and connect with your audience.\u201d<\/p>\n<h4>Wrapping up the webinar<\/h4>\n<p>The experts have spoken and the message is clear:<\/p>\n<ul>\n<li>Regardless of the future of third-party data, first-party data needs to be in every marketer\u2019s toolkit in order to get the complete customer picture.<\/li>\n<li>Market research has evolved to the point of being a perfectly agile, cost-effective, and a non-complex means to collect and leverage first-party data.<\/li>\n<li>There is a full spectrum of market research models out there\u2014everything from DIY and\u00a0do-it-for-me to self-service and full-service\u2014depending on how robust your question is and how influential it may be in reshaping your product or marketing strategy.<\/li>\n<li>Perhaps the greatest value of market research is how it can strengthen brand awareness and, by extension, brand loyalty.<\/li>\n<li>You don\u2019t know what you don\u2019t know, but there are many\u00a0ways to find out.<\/li>\n<\/ul>\n<p>If you enjoyed our latest webinar on first-party data and would like to learn more about how market research can give your brand an edge during a recession, Sago can help you navigate the process. <a href=\"https:\/\/staging.sago.com\/get-in-touch\/request-a-consultation\/?utm_source=sg&amp;utm_medium=content_organic&amp;utm_campaign=corp_amafirstpartydatawebinar&amp;utm_term=requestaconsultationpage&amp;utm_content=text\">Don\u2019t hesitate to reach out!<\/a>[\/vc_column_text][vc_column_text el_class=&#8221;calloutmatte&#8221;]<\/p>\n<h4>Ready to start collecting first-party data with the help of market research?<\/h4>\n<p>Speak with our team to get started!<\/p>\n<p><a class=\"button\" href=\"https:\/\/staging.sago.com\/get-in-touch\/request-a-consultation\/\">Book a consultation<\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>How Market Research Helps Brands Recover from Lost Third-Party Data<\/p>\n","protected":false},"author":19,"featured_media":47790,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"aside","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[13932],"tags":[16570],"video":[],"filter_name_method":[13952,13951,13993],"filter_name_product":[],"class_list":["post-47781","post","type-post","status-publish","format-aside","has-post-thumbnail","hentry","category-blog","tag-marketing-agency-consulting","post_format-post-format-aside","filter_name_method-qualitative","filter_name_method-quantitative","filter_name_method-self-serve"],"acf":[],"featured_image_src":{"landsacpe":["https:\/\/staging.sago.com\/wp-content\/uploads\/2022\/11\/Trust-Fall-with-First-Party-Data2-1000x445.jpg",1000,445,true],"list":["https:\/\/staging.sago.com\/wp-content\/uploads\/2022\/11\/Trust-Fall-with-First-Party-Data2-463x348.jpg",463,348,true],"medium":["https:\/\/staging.sago.com\/wp-content\/uploads\/2022\/11\/Trust-Fall-with-First-Party-Data2-300x180.jpg",300,180,true],"full":["https:\/\/staging.sago.com\/wp-content\/uploads\/2022\/11\/Trust-Fall-with-First-Party-Data2.jpg",1000,599,false]},"yoast_head":"<!-- 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