Trust is an important factor of communication

• Open communication improves understandingOpen communication improves understanding
  
  [[A plan requires understanding]]
  [[A plan encourages communication]]
  
  
• Building rapport is important for conducting researchBuilding rapport is important for conducting research
  
  

Trust can be broken by communicating a promise and not following through

• I've observed situations where a customer is upset about being asked questions about a new topic and they feel their prior communication has been ignored.
  • A balance of give and take is important - if a customer is giving free research as well as paying for your product (or their company is paying), and they do not feel the impact of value and § Return on Investment, they may not see the use in communicating.