How many times in the course of your day do you say ,”I think…?” “I think” can get you and your business in trouble. Trust me. I have been there! That is why I am passionate about teaching others to keep the voice of the customer in mind when exploring business decisions. As a Marketing professional, I hear “I think” a lot. Earning a Master’s degree from the University of South Carolina-Columbia and completing PhD coursework at the University of Wisconsin-Milwaukee in the social sciences ingrained in me the importance of moving from “I think” to researching until I could say “I know” and this is how “I know.” Over the course of my 17 year career I have moved from the vendor side of market research to the client side utilizing research to drive corporate strategy and growth. Six years ago I joined Gundersen Health System as a Service Line Marketing Consultant working with our Heart, Cancer, Neurosciences and Imaging service lines and also managing our marketing research initiatives.