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

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Blogroll
Nov
19
Reinventing consumer segmentation research for a digital age
In: advertising, consumer segmentation, data driven marketing, mobile, shopper marketing
1 Comment
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.