If you have a suitable targetable niche, then perception studies really do help - especially if your campaign is designed to change an existing preconception in

If you have a suitable targetable niche, then perception studies really do help - especially if your campaign is designed to change an existing preconception in order to appeal to new people (as opposed to being a direct driver - long pipeline for us). That's what we did and got buy-in from management for the ROI on that basis