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Dear Colleague,

The exact statistics may vary, but most people that have ever worked in or around sales will tell you that it is significantly harder, more time consuming and more costly to acquire a new client than it is to retain and grow an existing customer. However, those same people will also tell you how important it is to constantly be growing your account base. With that in mind, anything that can help with client acquisition has to be a good thing. There are many best practices in this area, but market research is probably not the first thing you would think to use. Yet, it can be one of the most powerful. Read our full blog post: "How to Use Market Research to Win New Business."

Plus, take a look at our helpful Profound tip included below. And, as always, if you have any questions regarding the content on Profound, please contact your Account Manager.

Paul Ricketts
Marketing Manager

Profound Tip
Make Sure You’re Taking Advantage of all Profound’s KWIC Capabilities Many of you are aware of Profound’s Key Word in Context (KWIC) feature. But, are you taking full advantage of it? KWIC allows users to preview the parts of a report that contain your search words. KWIC also enables you to search deeper inside a specific report of interest to pinpoint your search even further. You can also append the KWICs to the bottom of a Table of Contents (TOC) when you email or print a TOC. Be sure you’re clicking on the highlighted and underlined portion of the report when you’re viewing a TOC on the KWIC tab. While the TOC will show you where your keywords appear within the report along with a word count for each appearance, clicking on the highlighted portion expands to show you the actual context of your words within each section. Your KWICs will appear, both within the text of the report and if they appear within a data table, providing you with valuable insights into the contents and structure of a particular report. On the KWIC tab, the Table on Contents will display where your keywords appear within a report, along with a word count: Click on each highlighted line to expand and view the context of your keywords:

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