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Bringing back the EDGE in marketing research

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Direction First

241 Castlereagh Street, Level 5

Sydney NSW2000

Australia

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The world is in turmoil, politically, economically, socially, technically. While change and turmoil are universal, the difference now is that the gaps between the current and the new are extreme and opposite. This spread has not spared the marketing insights industry either.

We have moved from a business reality characterized by linearity, craftmanship and scarcity to one defined by acceleration (e.g. of decision making), automation (e.g. of services) and abundance (e.g. of data). While we have shifted to this opposite, marketing (research) seem to be still holding on to the same principles and values as if nothing has changed. Just think of how it is still characterized by long research cycles, not providing any speed or flexibility for fast decision-making. Or how as an industry we keep bombarding consumers with long questionnaires 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 business and stay relevant for consumers? Is our market at a standstill? Have we lost our edge and how can we get it back?

During this inspiration session, 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 effort, 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:

12.30PM Welcome & doors open

12.45PM Inspiration session – How to bring back the edge in marketing research

2.00PM Networking & drinks

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Date and Time

Location

Direction First

241 Castlereagh Street, Level 5

Sydney NSW2000

Australia

View Map

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