“Then do it again until we get the right answer!” It is not unusual for companies to use research to validate their opinions. I have lived through that cycle many times. So many times, testing research tells us one thing really well: What's going on right in this moment. That’s not a bad thing if you are launching a product, a video game, or a streaming show in the next few months. But what about a year or two or three from now? How does research help solve that question of