After spending more than 12 years as a Partner of a market strategy consulting firm in Chicago, I am continually reminded of the value that purchasing flexibility would have offered our firm as we worked to solve business issues for clients engaged in a wide variety of industries, ranging from high-tech, building materials, consumer goods, electronics, etc. Plus, consultants are required to obtain very diverse information, very often and very quickly. This can make buying market research a nightmare. The ability to customize market research purchases would have saved us time and money by focusing in on only the specific information we needed. Yet, MarketResearch.com's Profound platform offers the capability to solve this issue through tailored market research purchases and reporting.

In the first episode of the hit series Mad Men, Don Draper explains to the client, Lucky Strike cigarettes, that advertising is "based on one thing: happiness. And, do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is okay. You are okay."

But, how do you measure your customers' happiness? Predict it? Create products that elicit it? Do customers even know what they want?