Through non-traditional partnerships with influencers, B2B and B2C brands are gaining VIP access to customer wants/needs. Influencers have emerged as a secret weapon for customer research, impacting everything from food flavors to new product development. They are plugged into what makes their fans tick, follow cultural trends closely, can offer diversity in perspective and have access to analytics that showcase what’s resonating. This discussion will provide attendees with examples and tips on how to get maximum benefit from influencers as business partners and extensions of marketing teams.