When doing customer research for a campaign, it's a about getting closer to what the customer experiences in the first person but also gaining a deeper understanding of how that customer fits into a broader system.
It's about noticing what the customer notices and noticing the things that the customers don't notice.
To be in marketing is to be like a detective - digging deer, looking for loop holes, finding dead ends and starting the hunt all over again. It's an ongoing mystery but each time you do it - you get a bit better at doing it.
How well are you observing?