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Bringing back the EDGE in marketing (research)

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Amsterdam

Netherlands

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Back in the ‘Mad Men’ days, marketers were the creative superstars that lived on the edge to move people, brands and businesses. Since the ’60s, we have moved from a world characterized by linearity, craftmanship and scarcity to one defined by acceleration, automation and abundance. While we have shifted to this opposite, marketing and marketing research seem to be still holding on to the same principles and values as if nothing has changed.

Just think of how marketing research is characterized by its long research cycles, not providing any speed or flexibility for fast decision-making. Or how we are still fishing in the same pool of participants and keep bombarding consumers with questions rather than focusing on smart data integration.

If our processes and approaches are not adapted to this new reality, how can we provide meaning to the business and stay relevant for consumers? While the life expectancy of humans is increasing year after year, that of brands and companies is declining at an ever-faster rate. Is our market at a standstill? Have we lost our edge and how can we get it back?

During this workshop, you will discover how to bring back the EDGE marketing (research) deserves. Through inspiring case studies, we will demonstrate how brands are reconquering the edges by putting the customers’ voices at the heart of their business. Embedding consumer feedback in the day-to-day reality requires a lot of effort, so this session will provide hands-on tips, inspiring examples and a sneak peak of our new Consumer Consulting Square™. Click here for more information on the Square™!

Program outline:

13h30 Welcome & doors open

14h00 Inspiration & workshop

17h00 Networking & drinks

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Amsterdam

Netherlands

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