Traditional research can’t keep pace with today’s shifting markets, budgets and buyer personas. In today's world, the best story wins and if you’re using the same narrative as your competitors, nobody stands out. This session unpacks how PMMs can build continuous narrative advantage using AI-powered primary research - uncovering what buyers truly care about, how the competitive landscape is shifting in real time, and where your story needs to boldly lead. You’ll learn: - How to turn live market understanding into a distinctive POV that resonates across the entire funnel - How fast, first-party research keeps PMMs ahead of—and apart from—every competitor - How real-time buyer insight powers everything from brand to positioning to content