Re-imagine marketing research

Date of publication: June 15, 2016

Catalogue: Congress 2016: #WOW

Abstract:

Imagine a world in which communications through all touchpoints are 'RAVES', which stands for being RELEVANT and RESPECTFUL, ACTIONABLE, VALUABLE whether in monetary, cognitive or emotional terms and provide an exceptional EXPERIENCE, telling a SURPRISING story that people want to share. Imagine a world in which... the delivery of these communications whether that's advertising or some other brand-consumer interaction follows the 'MADES' principle. That means it should be MULTI-SENSORY, and regard the AUDIENCE based not just on broad demographics or psychographics but also on the context in which it will be received by an individual. DELIVERY should focus on whether the message comes via a big screen, small screen, face to face, or at some other real-world event; then there's the role of the editorial ENVIRONMENT in which a message is received and the SYNERGIES between all of the many different touchpoints. This vision and model of "beyond advertising" is what over 200 thought leaders believe advertising could and should be by 2020. And now let's reflect on your advertising and marketing research activities and ask the question to what extent they allow you to meet this new reality of advertising? Yoram (Jerry) Wind challenge's the participants to explore this question and offer specific guidelines on how marketing research should be re-imagined for this new and very real and exciting world. A world in which empowered and skeptical people embrace brands that embody "beyond advertising".

Jerry (Yoram) Wind

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