Marketing and Research Consulting for a Brave New World
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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.

Trust is the easier part of the branding equation. The harder part of branding-building is creating desire for YOUR brand. Brands are delisted by retailers not because of lack of trust but when they are viewed as redundant.

What’s a Researcher Like Me Doing in a Place Like This?

In: advertising, branding, innovation, listening, Research is Cool, research transformation
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Could a marketing researcher bring a new, edgy perspective that others would find compelling? Yes! Blogging for Fast Company Magazine on marketing, advertising, and innovation.

This is the first of a two-part blog on marketing in a recession. Our economy has taken a triple hit. First, we were buffeted by rising gas prices, then a wave of inflation that hadn’t been seen in 30 years, and then the current recession. For many, this “perfect economic storm” has changed our “personal […]

An Industry Event That Will Affect the Future of Research

In: research transformation
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We at the ARF want to thank the thousands who were part of the ARF Re:Think2009 annual conference. The fact that this year’s attendance was in the thousands and approached last year’s record high meant attendees would be particularly demanding about value received in this very tough year. And yet, feedback we received from attendees, […]

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