A recent online group discussion I participated in posed the question “Which is the most important factor that makes an insight professional outstanding”? The responses to this – from various industry professionals – ranged from the obvious to the surprising; in particular what was concluded to be the most critical ability. Based on these responses, … Continue reading
Tagged with brand research …
The growing limitations of traditional brand research
You would be hard pressed to find a mid to senior marketer that isn’t an advocate of the customer-centric view of marketing. It has after all been the dominant marketing paradigm of the past 30 plus years, ingrained in every marketing text and preached by industry leaders. With the identification and fulfilment of category specific … Continue reading