Marketing and Research Consulting for a Brave New World
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Nov

19

Reinventing consumer segmentation research for a digital age

In: advertising, consumer segmentation, data driven marketing, mobile, shopper marketing
1 Comment

consumer segmentation is important, but as an input into something more…the creation of an audience for a specific purpose.

Sep

22

New Marketing Questions Drive New Research Approaches

In: advertising, branding, market research, marketing, media
2 Comments

Today marketing is like soccer; constant action in the form of responding to consumer-initiated conversations in social media, search and digital behaviors across screens. Soccer researchers must embrace digital and social data, delivering metrics at the speed of light.

Oct

22

Marketers need to start thinking of their brands as media

In: branding, media, social media
3 Comments

Brands no longer compete just on features and functional benefits. They are now media, competing for lifestyle, entertainment, and a sense of belonging to build their audiences.

Jun

7

Evolving the marketing research agency

In: advertising, market research, research, research transformation
1 Comment

marketing research account teams should offer strategic thinking and branded solutions and be in the business of synthesis, deploying their creativity on ideas that drive client’s business. Be focused on value creation, embrace and use data and analytics to elevate work, and be collaborative.