What is the one research tool you can't live without?

The right agency. Yes it costs money so that does limit whether or not you can leverage an agency, but an agency can be leveraged like an outside consultant giving you the insights you need based on your business strategy. At my last role, regardless of the business challenge that faced us, the first call I made was to my preferred research agency.

In the companies where I've worked where that budget ask would have not been approved, I've had some good experience with Survey Monkey. While it still does cost money to use, its less than an outsourced agency. I tend to be pro-Analyst as well, so I've liked Gartner insights.

In terms of free desk research, I like to read what consultants like McKinsey publish on a topic.