When Stan Stanunathan, global insights leader at Coca-Cola says, “Data quality doesn’t matter”, what he means is “data quality is not enough”. He advises that we researchers must not have an eternal debate about data quality. We must move on to insights that “inspire the marketer”. This is a great wakeup call to researchers that data quality is a means to an end.
Oct
23
Oct
19
Make people curious about your brand
In: branding
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In a world of the long-tail of choices that are sometimes not very functionally different, use curiosity as a way of getting people to think about your brand. Being interesting might be a new way of being better.