Marketing and Research Consulting for a Brave New World
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About two years ago, I proposed that the ARF start a Shopper Insights council.  While some were asking what the ARF was doing with shopper stuff, I felt that path to purchase could be the new way of determining media strategy that would make more sense for advertisers. We started the council and saw great […]

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.

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 […]