Management intuition based on past behaviors and preferences are becoming increasingly inaccurate predictors of the future, which makes a future-focused marketing research/consumer insights function more important than ever. Use a full range of listening tools to guide the marketing organization based on anticipatory insights.
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- The importance of brands to a free society
- Ten big marketing trends, part III; the changing consumer
- Brand Building in a Two Way World
- Ten big marketing trends; part one–media planning
- ARF President asks why is listening so scary?
- How to make people curious about your brand
- Six marketing research wake-up calls in 2009
- Getting the most out of online research
- Transforming research through listening
- Putting shopper marketing into the hands of the shopper
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Jan
22
ARF President asks why is listening so scary?
In: listening
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True listening is scary, that’s what’s up. It’s a big change from our traditional way of thinking. So, the single biggest opportunity in the history of consumer marketing lays dormant.
Dec
30
Six marketing research wake-up calls in 2009
In: data quality, listening, media, research, research transformation, shopper insights
8 Comments
Six big wakeup calls in 2009 are doing the marketing research profession a favor; refocusing us on what it will take to conduct trustworthy research, find unexpected feedback, provide anticipatory insights, measure media in a way that people now choose to experience it, and properly rebalance our understanding of how people choose brands by placing more emphasis on understanding the shopper.
Dec
11
Listening reveals insights via social and open-book approaches. Listening is about studying the change-makers (people) in a way that is native to how they are increasingly living their lives. We must learn how to add listening to our survey-based approaches for generating anticipatory insights.
Nov
18
The 4 things that Social Media and California Raisins have in common
In: advertising, social media
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Social media is not just a “thing”; it will be integrated into EVERYTHING. Verizon Fios is integrating social media (Facebook, Twitter) into TV. Facebook and twitter apps and web access are now fairly common in cell phones. On the other hand, it is important to realize that social media is part of mobile life, not the other way around.