I'm hoping to get some help here with what is a somewhat perplexing question.
We're about to institute some brand research for a client and they are looking for a way to quantify the need for this research. While it seems fairly obvious that a brand with very little information on customers would understand the idea of brands that know their customers better can actually better serve their needs, wants, etc. and therefore are better able to change their behavior. Marketing does understand this, Finance doesn't.
Any thoughts on this?