The World Cup has come and gone. There’s no doubt that throughout the last several weeks—companies all over the world have been capturing as much data as they can to better understand soccer fans. Knowing the real reasons behind people’s decisions can serve many business needs. Solid data about what fans truly think is a starting point that fundamentally affects the clarity, precision, and confidence of your strategic initiatives. We’ve helped many organizations get solid data from tens of thousands of people. We’ve learned a few things we want to share from this experience.