Some people — particularly those at creative-for-award’s-sake agencies— would tell you that research is overrated. That it inhibits process. Steals instinct. And compromises outcome. The people at NOISE — where we, too, pursue, embrace and achieve standout creative communications that are simply brilliant and brilliantly simple — would tell you that research is underrated. For only through thorough research and data mining do you understand how to build a product, or service, or organization, or advertising, or ultimately a brand that your target consumers will want. Need. Passionately desire. And enthusiastically flock to.