Marketing and Research Consulting for a Brave New World
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All of a sudden it hit me. The 80/20 rule flipped on its ear! What I’m referring to is that something like 80% of resources in the market research function goes towards “quantifying the expected”. Falling into that category would be metrics like market share tracking, surveys that have predetermined lists of questions/attributes like trackers, […]

Monday at the ARF, a rather remarkable grouping of industry leaders brainstormed about a new set of principles for how to innovate. The main purpose of the meeting was the on-going research transformation initiative at the ARF and participants included research/consumer insights leaders from CBS, J&J, Levi Strauss, Unilever, the former head of research at […]

If you’re struggling with a social media strategy, you’re not alone! There are a number of reasons why social media is so hard to master. 1—Your brand needs to be welcomed by people and you need to welcome them onto your management team. Many social media initiatives by major manufacturers are met by skepticism and […]

Brand engagement, turning people into ambassadors for your brand, getting them to be social media Johnny Appleseed-s all SEEM like the holy grail in a social media world. Certainly, a marketer should position a brand in that magical way that creates a special “walk on hot coals” kind of love between customer and brand. Right? […]

Today’s unprecedented marketing and economic environment puts an old joke in a new light. The joke is about two guys being chased by a bear in the woods. One guy says to the other as he’s running out of breath, “I don’t think we can outrun this bear”. The other says, “I only have to […]