Anne Howe

BrainTrust Query: Six marketing research wake-up calls in 2009

January 7, 2010

FROM RETAILWIRE:
According to BrainTrust panelist Joel Rubinson, the marketing research profession got six big wakeup calls in 2009. What wake-up calls do you think the market research community heard? Of the points mentioned in the article, which represents the biggest challenge for marketing research providers?      [more...]

I think the biggest "aha" with the most far-reaching implications is about research that involves the shopper. The impact of shopper insights was important in 2009 beyond just understanding the impact of the recession. Recession or not, shopper insight across the full path to purchase is the critical link to being able to synergize all marketing efforts to make the wallet open, the register ring--and, most importantly--to keep the shopper engaged and satisfied.