Abstract:

Market research rightly strives for impact - not just delivering insight but real results. This need couldn't be sharper than when working with SURF, the Rwandan genocide Survivors Fund. ROI translates into lives transformed, in the case of orphans, and lives sustained - maybe even saved - in the case of the widows. This uplifting presentation reveals what happens when market research really delivers - collaborating to unlock the full potential of insight, allying it to programmatic media buying and tailored creative advertising. We will also demonstrate the benefit leveraged by a client embracing insight to hone strategy, as well as fine-tuning execution. The aim is to cheer Congress with knowledge of the life-changing impacts research can deliver allied to today's digital capabilities.