Marketing and Research Consulting for a Brave New World
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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.

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.

Someone who hacks a game finds a different way. Let’s hack marketing. Make something important that wasn’t important before to consumers. Social media offers the ability to hack and even reprogram the marketing game…for both the marketer and the consumer.