Marketers must use new approaches and adopt a new corporate culture to become fast-learning organizations, or they will find their opportunities in the new normal defined by a future that is not of their own making.
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Mar
16
Marketing Research Transformation is Not an Option
In: innovation, marketing, research, research transformation, social media
2 Comments
The word “consumer” is marketing-ese for slicing off that part of daily living that relates to what you can sell someone and throwing away the rest. When you study consumers you get incremental ideas; when you study humans you get breakthroughs.
Feb
27
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.
Jan
22
ARF President asks why is listening so scary?
In: listening
Comments Off
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.