In today’s climate, managers are being asked to drive more revenue with lower budgets. This pressure to cut spending, while innovating to keep brands relevant, often leads to costly mistakes. The search for marketing efficiency can cause managers to cut corners and stray from best practices. One of the most common and costly shortcuts that I run across is cutting customer research – which may appear to minimize time and investment but often costs far more in the long run… Let’s take a close look at what happens when companies launch new innovations or branding without appropriate customer feedback…