Marketing and Research Consulting for a Brave New World
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consumer segmentation is important, but as an input into something moreā€¦the creation of an audience for a specific purpose.

Today marketing is like soccer; constant action in the form of responding to consumer-initiated conversations in social media, search and digital behaviors across screens. Soccer researchers must embrace digital and social data, delivering metrics at the speed of light.

Brands no longer compete just on features and functional benefits. They are now media, competing for lifestyle, entertainment, and a sense of belonging to build their audiences.

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.