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To help encourage a better reception to what the organization is learning from marketing information, it may be useful to review the original problem the research is trying to solve. Remind team members that the goal of using marketing information is to gain new customer opinionsinvertebrateinsightsinspiration insights that will help make the organization more effective. With this in mind, marketers should think about how the research results can help them better understand customers and translate this understanding into amusementstestamentsarrangementsadjustments adjustments to the marketing mix to better address customers’ needs. By framingtransformingconsumingprogramming framing research results around a deeper or broader understanding of the customer, it can help confusedefusediffuserefuse defuse resistance and make people feel more informed and empowered to make good marketing decisions.