In this Martech Zone Interview, we speak to Michelle Elster, the President of Rabin Research Company. Michelle is an expert in both quantitative and qualitative research methodologies with extensive experience internationally in marketing, new product development, and strategic communications. In this conversation, we discuss:* Why do companies invest in market research?* How can market research accelerate your product development and marketing strategies?* What is the difference between qualitative and quantitative research?* What are the complexities of market research that are often missed when companies attempt a DIY approach?* What are some examples of how B2C and B2B companies are utilizing research to drive business decisions?Special Guest: Michelle Elster.