BrainTrust Query: How to Build Relevance Into Your Media Plans
Relevance marketing is about finding a person who is in a need state for a given offer and delivering messages (push) or making your brand easily available (pul...
BrainTrust Query: Social Media as a Strategy Rather Than a Side Project
When we study the top social media success stories, we still tend to focus on the splashy campaigns that went viral. That's still TV thinking, but there is more...
BrainTrust Query: How to Create Brand-Led Shopping
When someone starts shopping, that is, when the desire to buy something awakens, it could happen in one of three ways: needs-led, shopping-led, or brand-led. Ho...
BrainTrust Query: Is Brand Awareness a Useful Research Measure in an Era of Digital and Shopper Marketing?
In an era of shopper marketing and store-back thinking, CPG marketers want to know how to get their brands noticed at retail. How relevant is aided brand awaren...
BrainTrust Query: What if it all STARTS with the purchase?
Traditional marketing theory tells us that the purchase is the successful outcome of consumer-directed messages that create awareness, which begets interest, de...
BrainTrust Query: What Happens to Traditional Media When it Goes Digital?
At the ARF Audience Measurement conference last week, some speakers brought up compelling points about what happens when all media becomes digital. What obvious...
BrainTrust Query: Getting Research Transformation to Stick
At the ARF's first Research Transformation super-council meeting in early May, we heard a sobering factoid from McKinsey: 70 percent of all transformation effor...
BrainTrust Query: Marketing Research Transformation is Not an Option
Research transformation isn't just about changing a department; it's about being an agent of change for the culture and beliefs of the whole marketing organizat...
BrainTrust Query: Six marketing research wake-up calls in 2009
According to BrainTrust panelist Joel Rubinson, the marketing research profession got six big wakeup calls in 2009. What wake-up calls do you think the market r...
BrainTrust Query: To Understand Social Media, Marketers Must Drop the C Word
In ARF's first meeting on social media, Chris Andrew, leader of Digitas Social said, "We must stop using the 'C' word." (C for "Campaign"). To what extent does ...
BrainTrust Query: Ten reasons you should care about the shopper
For consumer insights teams, shopper insights research feels foreign; it requires a different set of approaches and a totally different mindset. What are some o...
BrainTrust Query: How will social media transform consumer research?
In 2003, accountability was thought to be the differentiator in market research. The shift in research strategy in only five years is profound...from an emphasi...