As leaders gather at the ARF to discuss research transformation, something big is happening…a new vision for research that creates a learning organization. To learn, we must listen…we must be able to hear the unexpected. That’s where social media, search, managed communities come in. People use THEIR words, rather than answer questions in your words. Look at what columnists for trade journals were saying about superbowl commercials and then look at the app the NY Times created to show twittering against a timeline. Very different! Somehow, I believe the twittering more than opinions of “pundits”. For a full description of my thoughts on this go to a recent blog interview with me by Toby at diva marketing. OK, so listening to social media is important but HOW do we do it? At our annual conference, we have created a one-stop “listening zone”. All the leaders in this space in one place where you can turbo-charge your knowledge about this space. On the sunday before our annual conference, you can even participate in social media bootcamp–admit you don’t know as much about twitter, blogging, facebook, creating a youtube channel…and do something about it. Listening is going to be a big part of the research value chain. Start embracing that.
Feb
16
Jan
29
OK. It’s a fact…storytelling works. Here’s the proof. At the ARF Industry Leader Forum in San Francisco on Tuesday, a number of presenters (including yours truly) used stories…specifically creation stories (for example, I described the meeting and the moment when the research transformation initiative was born on July 15th at the ARF). At our SF […]
Jan
22
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
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 […]
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