IN A WORLD OF PERFECT INFORMATION, HOW CAN YOU UNCOVER INSIGHTS THAT DRIVE DECISION-MAKING?
We've spent the last decade, across multiple projects, listening directly to marketers and advertisers – an audience typically excluded from market research. We've learned that marketers have a lot more visibility into the results of their spending, but often haven't been able to translate that visibility into insights on their products and brand overall.
While metrics and attribution models have improved, the volume of data that is created by every media channel and teams of agencies has grown exponentially. Marketers expect digital to provide the measurability that will help them understand how to optimize their marketing spending – but even the most comprehensive data can only tell a marketer what's worked in the past. Marketers still need to figure out the next way to connect their audience with their brand – and only insights can provide the foundation for marketers to develop something as close to “foresight" as possible. One of the things we're excited about is creating a consistent source of insights by moving from periodic, months-long research studies to always-on access to feedback through the use of online communities of customers and partners. Just like marketing is moving from advertising campaigns to always-on dialog, brands can achieve a deeper connection with their customers – obtaining in-the-moment feedback on immediate decisions – by managing an ongoing community of their target customers.