It’s tempting to think you need as much research as possible before you can make the right business decisions. That you must push the boundaries of consumer understanding at the coalface of in-depth knowledge.But if you’re the kind of drinks industry executive who thinks they can never have enough research, then think again. Too much research really can be counterproductive. And, if you let it drive all your thinking about the consumer, there’s a risk you’ll end up blind to what’s really going on.Take the latest results from Bevtrac, IWSR’s longitudinal consumer sentiment tracker c
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