Traditional approaches for gathering consumer insights are often complex, time consuming and expensive, and rarely yield actionable data. They can also be inaccurate, with the gap between reality and research findings growing. With the COVID crisis, the need to challenge the status quo and think about new ways of doing things more efficiently is accelerating. Technology enables companies to unify multiple data sources for a simplified, actionable view. The result is a clear and quantitative understanding of what drives brand growth, and a higher return on the market research investment.