Learning some information is better than none. In a consumer industry, you can usually reach out to friends of friends who use the product or have the right background. In a B2B environment, you can work with the sales or account managers to have them be your research spies—asking the questions you might need to know during their sales calls or follow-up meetings. It’s not always possible, but in many places, when you think outside the box, you can come up with something that helps. In the situation with Marquetly, when it couldn’t get in touch with the users who were dropping off before
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