Think broadly about your new project. What matters most is context, so make sure you assemble as many sources of information as possible to give a holistic view of your marketplace. Just looking at a challenge from one direction isn’t enough. Don’t forget that consumer behaviour is changing fast – keep abreast and anticipate market change by keeping in contact with your target audiences, rather than a one-shot approach done once or twice a year. A lot can happen in a week or a month! Make sure your project design is flexible, so you can be nimble in responding to changing needs.
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