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.
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Blogroll
Apr
26
Six must have-s for insights to create business value
In: market research, research transformation
Comments Off on Six must have-s for insights to create business value
Mar
27
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.
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.
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.