An upscale furniture importer knew there was opportunity to be had in the marketplace, and had a hunch about what messages would appeal most to the company's target audience. Thankfully, the client trusted the value of conducting market research before embarking on a major advertising campaign. The Intelligence Agency's rich, deep qualitative research revealed a very different message that resonated with those target customers. It also pointed toward the most appropriate and efficient advertising buys and helped shape the entire marketing plan.