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Research is the systematic investigation, experimentation and analysis to enhance a company’s operations, products or services. It can be integral to the creation of intangible assets like inventions, innovations or discoveries. By protecting them with patents, a company can gain a competitive edge, differentiate itself from rivals and even generate new lines of revenue through licensing or commercialisation. Research also offers insights into what customers want, what competitors are doing and what trends may be coming up. Research can be performed in many ways, such as surveys, analysing data or studying market trends. CEOs can expand the number of intangible assets in their organisations by recognising the value of research and investing in a culture of innovation.