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I’m a brand strategist mostly working on brand positioning/audience segmentation/portfolio strategy work.
1. The data questions I’m answering are usually target audience related. You’d be surprised at how many big brands have minimal data on their audience and aren’t using first party data efficiently.
2. For the most part, yes. We use YouGov, social listening, and a proprietary tool that tracks credit card data. The only struggle is when a client is in a highly specific industry (e.g. higher ed) or needs data on a highly specific audience segment (e.g. rare medical condition).
3. Desk research. Any free research studies I can find online.
Also you may receive more responses to your question if you post in the Strategy & Planning sub.
I’d say the thing I use data for most is my own strategy briefs. The resources we have are good but inevitably I always feel like I need to turn to non data sources (I.e. social listening) to really find interesting learnings.
You didn’t answer this persons question at all. I am not sure what you are saying in this post other than you use data in your briefs but you usually need something qualitative to come up with anything interesting.