Taylor and Nour own a small hot$-$air balloon company in Lethbridge, Alberta.

They recently opened an Instagram account for their company, and many of

their customers are asking for store$-$sponsored hot$-$air balloon trips. They

believe Taylor and Nour's expertise would make them the perfect guides.

Taylor and Nour decide to host quarterly hot$-$air balloon trips and experience a

huge increase in sales and customer satisfaction. Which of the following is the

BEST conclusion that can be drawn from the company's situation?

Customer insights can provide valuable information to a small

business.

Customer insights can be gained only through costly market research.

Customer insights are not dependable.

Most small businesses have no way of easily accessing customer

insights.