Most research projects create a picture of what’s already occurred. They can detail—often with finite precision—purchase patterns, motivations and satisfaction. But research can and should have a more compelling role than simply documenting the past.

Each year hundreds of millions of dollars are spent on tracking studies designed to monitor the market impact of advertising campaigns, marketing programs and brand issues. In fact, they’re generally considered the only option for marketers who want to keep a finger on the consumer’s pulse.

It is a generally undisputed and much discussed fact that the frequency, pace and magnitude of decisions facing marketers has accelerated exponentially in recent years. Success in business is directly attributable to the accrued effect of those decisions. The one who makes the greatest number of right decisions wins.