My favourite type of thought. Malcolm White did our APG training talk yesterday and he said something obvious, but important. All your competitors are listening to the same research as you and getting the same information. Just something to keep in mind.
I like research for listening to non-brandy people talk about products, and often something they say will spark something, but its not the be all and end all. There's that great quote by Akio Morita about customers not knowing what they want and how Sony (in the 80s) was all about working out what people might need so that it would there, ready (horribly paraphrased I know). It all fits together somehow.