Based on Mumbai and the recent crash landing in the Hudson, there is no question about social media, especially Twitter, as a news source. I encourage all of you to view this video on twittering that Pete Blackshaw from Nielsen and Diane Hessan from Communispace. Via twittering, there will be live and continuous reporting of […]
Dec
23
so, what's the story?
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Research transformation is more than employing new tools to get at what consumers in a 2.0 world think and do, it is about finding ways of bringing those findings to life. What is the brilliant insight from your research (example: Dove Campaign for Real Beauty was motivated by the insight that only 2% of women […]
Oct
30
The ARF had an amazing day on Oct 29th. Over 200 people, many research leaders, starstudded lineup of speakers… all knowing we need a new path forward. Thinking “Listening” might be the fulcrum for transformation of the research function; thinking sense and respond might be the new way that brands show loyalty to customers. The ARF plans to […]
Sep
27
An article recently appeared in AdWeek, entitled “You Can’t Avoid Ad Avoidance…”. Provocatively and correctly, Greg Stuart asks, “What is the future of a business where the consumer hates your product — in this case, advertising?” You get the point, I’m sure. Obviously, marketers need to find better ways of having their brands’ communications welcomed […]
Jun
17
Cross-Media understanding is a top priority for ARF members (based on a recent survey of over 200 ARF members). No surprise there. However, when we conducted 20 in-depth interviews among members, the reasons started to fragment (yeah, just like media!) Here are some of the things we heard (and have gleaned from the trade press). […]