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Concept testing and choice experiments throw the insight that consumers are creatures of habit out the window. We force people to tell us if they are interested in a particular new product idea without studying how to disrupt existing consumer habits and rituals.
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Following experts on a given subject via Twitter is like a masterclass. However, the velocity of tweets can be like drinking from a firehose. Here are tools and an approach for coping.
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Why advertisers do not measure digital advertising effectiveness correctly
In: advertising, digital marketing, market research
1 Comment
We are measuring the wrong thing when it comes to digital display advertising. We are still focused on a DR model of digital advertising when the total effect of digital advertising is about 10 times greater than can be accounted for by the click!