Marketing and Research Consulting for a Brave New World
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Dec

7

Case in point on how brands can show loyalty to customers

In: branding, customer experience
2 Comments

in this age of consumer empowerment the loyalty equation has flipped. Marketers need to stop obsessing about how much loyalty customers are showing to their brands and start focusing on how their brands can show loyalty to their customers.

Apr

27

Research needs a seat at the social media table

In: innovation, listening, research transformation, social media
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The Research profession has perennially sought a “seat at the table”.  Last Tuesday, I had a seat at a (different kind of) table.  I was part of a keynote morning panel on innovation at Ad:Tech in San Francisco.  I was the only researcher there, sitting next to some pretty impressive people…the CEO and founder of [...]

Mar

27

The New 80/20 Rule of Marketing Research

In: research transformation
2 Comments

All of a sudden it hit me. The 80/20 rule flipped on its ear! What I’m referring to is that something like 80% of resources in the market research function goes towards “quantifying the expected”. Falling into that category would be metrics like market share tracking, surveys that have predetermined lists of [...]

Mar

24

Innovating Innovation

In: innovation
2 Comments

Monday at the ARF, a rather remarkable grouping of industry leaders brainstormed about a new set of principles for how to innovate.
The main purpose of the meeting was the on-going research transformation initiative at the ARF and participants included research/consumer insights leaders from CBS, J&J, Levi Strauss, Unilever, the former head of research at Zenith [...]

Mar

20

struggling with social media? Go native!

In: Uncategorized
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If you’re struggling with a social media strategy, you’re not alone! There are a number of reasons why social media is so hard to master.
1—Your brand needs to be welcomed by people and you need to welcome them onto your management team. Many social media initiatives by major manufacturers are met by skepticism and annoyance [...]