"Really good information in return for basically nothing"

Lee, who is participating in the Deepening Market Insight workshop in Specialization School, had this to say about the research process (shared w/permission):

_I had two more interviews this week, and I was struck again by what you describe as people’s basic “goodness” – here were two (more) people who gave me really good information in return for basically nothing.

Intellectually, I know that people like this exist, but even when I experience it, over and over again, in real life, I still have a hard time believing that it’s actually happening._

Yep! It still kind of surprises me too that when you show up with genuine curiosity and a bit of vulnerability you find that many people share freely of their insight.

That’s what https://philipmorganconsulting.com/specialization-school/part-2-deepening-marketing-insight-workshop/ helps you learn how to do.