A very interesting article from Joel Rubinson on Greenbook on the pressing need to change some of our current market research and brand tracking processes.
Some key actions that Joel recommends are:
So what are your transformation goals for 2015? I recommend the following process:
- Pick an important business need and research program that are most ripe for reinvention using the IVC pyramid as your audit tool
- Identify the needed new data streams and skills
- Create a new vision for the program
- Search for partners who can best enable this vision
- Choose a partner and carefully guide the initial work
So what do you think about the need for change?