Marketing success is simple: Brand marketers who truly understand their customers create engaging and successful new products and communications, and through those successes, reap the benefits of increased sales and engagement. Meanwhile, those who don’t understand their customers fail to connect and fall further behind. Luckily, anyone can learn to be a better customer-centric marketer, whether […]
At the foundation of every successful advertising campaign is a consumer insight — an emotional expression of an unmet need or want that’s not obvious but prompts an “AHA!” when identified. Think of Snickers’ “You’re not you when you’re hungry” ad campaign: this wildly successful advertising employs the insight that people feel and act differently […]
Increasing educational attainment among underserved populations is critical to the health and vitality of our nation, yet recent news about college enrollment among lower income students has been dire. According to the American Council on Education (ACE), low income student enrollment at two and four year colleges immediately after high school graduation has declined by […]
Good strategic planning is all about knowing where you want to go and charting out the steps to get there. As Yogi Berra famously said, “You’ve got to be very careful if you don’t know where you are going, because you might not get there.” Whether you manage a large enterprise or a small one, you undoubtedly […]
As we come out of the Upfront/Newfront season, now is the time to take stock of what is changing in the media world – especially since almost everything is changing. To get a 360° view, we spoke with senior executives who sit on all sides of the process: buyers, advertisers, networks, content providers and agencies. […]
When you embark on a qualitative research project, the outcome needs to be worth the investment. While we all agree with this in theory, truly actionable research can be hard to achieve. Here are some key pitfalls to avoid that will help you achieve the ROI that you expect from your qualitative research efforts. 1) […]