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 […]

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 […]

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 […]

On July 15th at The ARF, we caught lightening in a bottle. A dozen industry leaders met to discuss how to listen to the naturally occurring conversations of consumers via blogs, search, etc. and wound up beginning a journey that will transform the research function and the marketing organizations they serve. Researchers becoming the new […]