Marketing and Research Consulting for a Brave New World
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As a user requests a webpage, the marketer’s goal is to serve the most relevant ad that has the greatest chance of response.
So what does marketing research reveal that helps to achieve this goal? Currently, very little.

The quests for product superiority leads to marketing incrementalism. True marketing innovation comes from PROMISE superiority and then delivering against your bold promise.

because of specialization, insight functions are driven to dehumanize the customer experience. What we can do about it…

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

Concept testing and choice experiments throw the insight that consumers are creatures of habit out the window. We force people to tell us if they are interested in a particular new product idea without studying how to disrupt existing consumer habits and rituals.

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