The quests for product superiority leads to marketing incrementalism. True marketing innovation comes from PROMISE superiority and then delivering against your bold promise.
Nov
11
Breaking the curse of marketing incrementalism
In: facebook, innovation, market research, marketing, social media, twitter
1 Comment
Apr
10
Four new approaches to consumer segmentation in a digital and social age
In: advertising, digital marketing, facebook, innovation, market research, marketing
3 Comments
Traditional consumer research is maddening because it is rarely actionable. Here is how to fix this in a digital and social age.
Jan
16
From fractured insights to holistic understanding
In: innovation, market research, research, Research is Cool, research transformation, shopper insights
1 Comment
because of specialization, insight functions are driven to dehumanize the customer experience. What we can do about it…
Jan
18
With 80% of new products failing and with most of the breakthroughs actually being line extensions, we have to admit the CPG approach to innovation is broken. here is how to fix it