Every once in a while you hear things from respondents that simply stick.

Doing some insight work in OTC pain pharmaceuticals, we interviewed a guy in his mid 40s. Like we had found already  years ago in health insurance research, he belonged to a segment of the population whose needs are strongly driven by ‘steeling oneself’.

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The fear of trust

Some 97% of sales professionals consider customer trust critical to their sales success. But when it comes to proposing to learn more about trust building, a typical retort is that they are already very good at it, otherwise they wouldn’t be in this position.

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