At the 10th Annual MSMR Insights Conference at the University of Texas at Arlington last week, Jodie McInerney and Sandip Narang of Burke discussed how they applied agile techniques to in-person research. Their client, a cat litter brand team, needed a new strategic innovation to drive brand share – and gave Burke five weeks to […]
Traditional survey research has always been a powerful tool with which to assess and track brand strength. A long time client advocate of brand tracking once asserted to me that he liked his odds of capturing meaningful share of customer if he could keep his products within the target consumers’ consideration set. But over time that […]
For the past several years now we’ve heard all about how constantly connected we are to our digital world through our mobile device, and we see this play out across many facets of our daily life. A quick look at Mary Meeker’s 2016 Internet Trends, and there’s no question that mobile is here, and mobile […]
Even when I was a lot younger, I often scoffed at the proliferation of research agencies that claimed to have developed a cutting edge new methodology. Maybe it’s my dual background as both marketer and marketing researcher that cast a skeptical eye towards these new product assertions as merely puffery. When I began to build […]