I'm doing exploratory research for my online ordering system. I called 5 different restaurants and at one I was able to talk to the decision-maker. I was literally shaking after the first few, but I feel more confident now.
I asked him a ton of questions and got SO much useful information about how to design my product. It's an amazing valuable thing to understand your customers and understand what position they are in. Now, I need to do about 50 more cold calls and talk to more people about problems I can solve.