I ran a global client-side market research unit for 5 years and when I left the team (that I'd built) I wrote down The Things I Wanted Them to Remember. And this is it.

1. Customer & Market Research
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Be curious.
Be relevant.
Keep an open mind.
Challenge. Connect. Create.
Have an opinion. Recommend action. Always.
Never be afraid to ask an odd question. 'Walkaways' are often the
most revealing questions.
Be serious about the work, respect the respondents. Just remember
that life itself isn't that serious and you and respondents have other
things to worry about.
This is a crusade. Convert the unbelievers. Be clear, be firm.
Believe that you can change people's minds. And do it.
Trust the team, trust teamwork.
CQ + PQ > IQ. Always.
Be curious.
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MB
12.12.08