As researchers, providing us access to data from new sources like customer data platforms, voice control, and all corners of the internet could be considered the equivalent of sticking a kid in a candy store! But are we leveraging this? This paper will not enter the discussion of Google or Amazon selling on this data. It will not showcase a new app. Instead, and even more importantly, it will share tangible examples of way researchers, marketers and advertisers alike can tap into the already innovative consumer and leverage the ocean of data they are generating- all while maximizing the investment being made in their survey research.