The value for companies of important consumer research like the Accenture Consulting study is that It is a good lesson for small and mid-size companies to conduct similar research on their own It is easy for companies to interpret the final research data In addition to possessing the research data, Accenture also has unique marketing expertise and knowledge gained from applying the research to many different organizations and companies Due to the cost of the research, there really is no value to the Accenture consumer "personas"