Holes! paraphrased from the CEO of Black and Decker telling investors that no one wants 1/4″ drillbits but plenty of people want 1/4″ holes. Marketing organizations need research to create a culture of learning…and that means you need continuous listening for the unexpected. This becomes really clear when you read Pete Blackshaw’s latest column in Ad Age or listen to Charlene Li who talks about it all starting with becoming a fast-learning organization. The ARF is committed to Transforming Research and going from research to learning is a big part of the change. From there, you get to inspiration and the C-suite saying, “Hey our head of Consumer and Market Learning needs to weigh in on that issue!” Our annual conference the end of March has been constructed as a 3-day learning journey about how you can start transforming research into learning.
Feb
26
Feb
16
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. […]
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 […]
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