In this interview, we sit down and have an incredibly thought-provoking and candid discussion with Stephan Sigaud (EVP of Marketing and Development, Phase 5) about the art and science of market research. During our conversation, Stephan explains how market research can enable organizations to make better decisions, drive the product development and innovation pipeline, and how challenging conventional wisdom during periods of adversity allows B2B firms to anticipate changes as well as identify opportunities.