Whilst discovering an insight may increase your understanding of a situation, creating the energy to act on the insight is an essential component of the process according to Marco Vriens, author of The Insights Advantage. Drawing on his experience in leading the Microsoft and GE Healthcare analytics, research and insights teams, he highlights how to translate insights into action and the role of big data for market research.
Rex Briggs, author and CEO of Marketing Evolution, interviews Adrian Wooldridge, Schumpeter columnist and Management Editor of the Economist in the UK. Rex asks cutting edge questions about marketing, business, society and where it’s all going?
Vijay Govindarajan tells us the low end of the world consumer market is too often overlooked, or left with the dregs of development after all the expensive features of a product have been stripped out. But the low end of the market is a gold mine, not a ghost town.
John Quelch, Professor of International Management, Vice President and Dean at the China Europe International Business School talks to Reseach World about global marketing and branding in emerging and developed markets. Brands are very significant, and their role is well understood in China. In a loosely regulated environment, the consumer needs to trust the person from whom they buy, but often this isn’t practical.