Marketing and Research Consulting for a Brave New World
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In a broadcast marketing world, we think of brand communications as being chunked up into campaigns. In a social media world, you are creating a permanent commitment to be part of the conversation and obey the 6 rules of authenticity.

The second right answer must come from knowledge. It must be compelling because you are challenging the incumbent, the first right answer.

Here is an interview with Michael Perman, Senior Director of Consumer Insights, Levi Strauss & Co. who has trained over 7,000 on storytelling and who is conducting, with Pat Hanlon, the ARF Workshop, “Stories Inspire” on June 22nd in NY. The interview with Pat Hanlon can be found here. Joel: Michael, you are a huge […]

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 […]

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 questions/attributes like trackers, […]

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