One of the big questions on the table for brand marketers is what to do with Big Data. The presumption is that more data means better marketing, but finding the path from more to better is the challenge at hand.
Neuroscientists, designers and authors all seem agreed on one thing: market research is pretty much useless. They all agree that new insights are required but, unfortunately for their credibility, they all offer a different means to that end. But why has market research become such a popular whipping boy?
A number of years ago, Stephen Dubner asked which industry makes the most misleading ads?
In a world of conversations, everyone has something to say. You can’t control that – nor should you, at least not in a democracy. Some people will agree with you. Others will not. You can’t control that either. Some will argue their case against what you are doing or suggest that you are not doing it correctly. They have the right to make their point within legal bounds.
Everywhere there is revolution and disintegration. Wave after wave of technological innovation comes upon us more rapidly, engulfing us, confusing us more profoundly. Few marketing organizations have successfully navigated through the disruptive forces of globalization and commoditization.
