Marketing and Research Consulting for a Brave New World
Subscribe via RSS

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.

ARF President asks why is listening so scary?

In: listening
Comments Off on ARF President asks why is listening so scary?

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.

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.

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.

Why social media shouldn’t scare marketers

In: listening, social media
Comments Off on Why social media shouldn’t scare marketers

Most marketers don’t PERSONALLY understand social media well enough and are scared by it. Our goal is to help companies understand how they can be the chief storytellers for their own brands within the midst of all of the noise and conversations.