Management intuition based on past behaviors and preferences are becoming increasingly inaccurate predictors of the future, which makes a future-focused marketing research/consumer insights function more important than ever. Use a full range of listening tools to guide the marketing organization based on anticipatory insights.
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Archives
Jan
22
ARF President asks why is listening so scary?
In: listening
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True listening is scary, that’s what’s up. It’s a big change from our traditional way of thinking. So, the single biggest opportunity in the history of consumer marketing lays dormant.
Dec
30
Six marketing research wake-up calls in 2009
In: data quality, listening, media, research, research transformation, shopper insights
8 Comments
Six big wakeup calls in 2009 are doing the marketing research profession a favor; refocusing us on what it will take to conduct trustworthy research, find unexpected feedback, provide anticipatory insights, measure media in a way that people now choose to experience it, and properly rebalance our understanding of how people choose brands by placing more emphasis on understanding the shopper.
Dec
11
Listening reveals insights via social and open-book approaches. Listening is about studying the change-makers (people) in a way that is native to how they are increasingly living their lives. We must learn how to add listening to our survey-based approaches for generating anticipatory insights.
Sep
16
Why social media shouldn’t scare marketers
In: listening, social media
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Most marketers don’t PERSONALLY understand social media well enough and are scared by it. Our goal is to help companies understand how they can be the chief storytellers for their own brands within the midst of all of the noise and conversations.