marketing research account teams should offer strategic thinking and branded solutions and be in the business of synthesis, deploying their creativity on ideas that drive client’s business. Be focused on value creation, embrace and use data and analytics to elevate work, and be collaborative.
It’s about being an agent of change for the whole organization. Inspiring better business futures is what we do. Research and insights is just our fastball. As Donna Goldfarb from Unilever said when asked what her job is, “I sell soap”.
Led by some of the biggest global marketers, consultants, and research agencies, the ARF Research Transformation Super-Council is committed to developing the roadmap for how organizations can transform to this new model and culture.