Have you ever intended to look up something in particular, only to end up discovering something else? To draw a parallel to marketing research, this would be similar to initiating a study with a set of objectives only to find an unexpected outcome. In research, we refer to the discovery of unexpected outcomes as incidental findings. In spite of incidental findings being unintentional, they often lead to rich insight.
Recently, I began drilling down on mountains of interesting data regarding our Faces of Consumption initiative when I stumbled upon incidental findings that were intriguing.