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The moral

Think laterally and you will find the answers you need. Think about who else needs to know the information you're after. It is often the least likely people who are your best bet.

Useful contact

These are real cases and the answers were tracked down by Aware Marketing Intelligence, marketing awareness consultants. Phone 0845 430 9125. www.marketing-intelligence.co.uk

Further guides

For more advice visit www.better-business.co.uk and click on the Solution Centre to find a range of other guides under Market Research including:

• Harness geography and sell more;'
• How to find more profitable customers;
• How to leap-frog your rivals;
• Do you know what your customers really think of you?