It permeates our approach to research at every stage, helping to ensure our clients have recurrent contact with their consumers.
Becoming isolated and distant from the consumer is to overlook his or her needs and aspirations within an ever-changing market place, with the danger that new products or services may lack differentiation and appeal.
Remaining close to your consumers guarantees you the best chance of knowing what they need and delivering it before your competitors do. Consumer Closeness is assured through constant reference to your consumers whatever research technique is used.
However, 
programme takes this a step further because its whole point is to ensure you stay close.
