Marketing research and insights professionals must flip the switch…instead of starting with “The Project” we should start with the digital river. Now we live in a world where there is a river of information that pre-dates the marketing question and flows continuously as it is fed by digital tributaries from social media, search, navigation pathways.
Jun
7
Evolving the marketing research agency
In: advertising, market research, research, research transformation
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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.
Apr
26
Six must have-s for insights to create business value
In: market research, research transformation
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Led by some of the biggest global marketers, consultants, and research agencies, the ARF Research Transformation Super-Council is committed to developing the roadmap for how organizations can transform to this new model and culture.
Apr
5
A behavioral economist might offer, “It’s not your survey that’s a delicate instrument, it’s the human mind!” The challenge to producing consistent and reliable marketing research data goes well beyond sample representativeness. Marketing researchers need to think more like Behavioral Economists.