Marketing research’s impact is blunted because it often gets brought into the process too late. Research must become viewed as “strong”; as embracing action and feeling accountable for business results, being future focused, a thought leader while staying true to the rigor of proven research processes.
For consumer insights teams, shopper insights research feels foreign; it requires a different set of approaches and a totally different mindset. Shopping is about action more than preferences. It’s about the shopping trip rather than a single product category. Yet, shopper insights are critical for making shopper marketing work for your brand, enhancing your relationships [...]
On June 9th , the ARF Online Research Quality Council (ORQC) presented detailed findings from an unprecedented US R&D project regarding online data quality, called “Foundations of Quality” (FoQ). Now that we’re into the 90 day action plan stage, I wanted to provide an update.