Scenario Planning for Insights Professionals

crystal ball showing a vision

I recently was reviewing this scenario-planning workshop, not realizing it was run by Carol Shea, of Olivetree Insights. Seeing it, I reached out to her to discuss the importance and relevance of scenario planning for researchers right now. Carol and I have often talked at conferences, and I always learn something from her: she has […]

Getting Past The Catch-22 of Communicating Research Results

Professional marketing researchers are in an interesting predicament.  We’ve been conditioned to exercise methodological and analytical rigor. We pride ourselves on an ability to dive deeply into data and find nuance beyond basic descriptive statistics. As such, the best of us draw out deep insights that may not be intuitive and often lend themselves to […]

Industry Expertise Matters When Delivering Insights vs. Data

I can still recall my frustration in receiving countless emails and voicemails during my years as a client-side marketing researcher in the sports, media and leisure industries.  The pitches all took on a familiar and uninformed tone.  They thought that our company sounded really cool…and they were a “great” marketing research company that could deploy […]