So, is research in a death spiral? Does such an insignificant growth rate foretell the death of research? We don't believe so. Rather, research has become so ubiquitously embedded in the marketing process that often it is hard to find.
We have only just scratched the surface of our potential -- like icebergs at least 98 percent of our emotional and intellectual awareness occurs 'under the surface' in the murky depths of the subconscious mind.
Instead of focus groups, we're letting relationships drive our research. If you want someone to tell you what she really thinks about how she looks and how she feels about getting older--or anything else that matters--you need to get to know her first.
The relevance of the MBA degree to success in marketing has come under question. Clues as to why the criticism might stick could be found at the recent Kellogg Business School Marketing Conference. Here are a few things I learned.
The final stop in my tour of poorly-timed sports marketing missteps: the soon-to-be-boring soap opera of Tiger and his lillies. Woods was an untouchable until a mere two weeks ago; now sports marketers don't what to do with him.
If I asked you for the last two digits of your social security number, then asked you whether you would pay this number in dollars for a particular bottle of wine, would the mere suggestion of that number influence how much you would be willing to spend on wine?