Does marketing research lend itself to poetry? Not usually, but a Robert Burns poem penned in 1786 does a surprisingly good job of encapsulating the value of measuring the views of external audiences.

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Partner Dave Richardson explains why myRA–the new savings account that President Obama announced during this year’s State of the Union speech–was built to make it easy for starter savers to set aside a small amount of money at a time in a safe place.

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