By Alex Wilman
With only several weeks to go, excitement is building for ESOMAR Congress 2018. And this year, the event will take place in Berlin.
Although steeped in history, modern Berlin, with its low rents, open attitude and hipster-image, is a hot-bed for start-ups and small enterprises. Indeed, it has been estimated that a start-up is founded every 20 minutes in the German capital.
With this in mind, you could argue that it might seem a slightly strange location to host market research’s most prestigious annual conference? After all, our industry’s client base is predominantly made up of large global companies and brands.
Why aren’t American companies investing in the research that over half believe would be valuable? Here Julia Cupman or B2B International discusses the whys and hows of measuring ROI on research spend.
The RWC Semiotic series continues with Greg Rowland of The Semiotic Alliance detailing a comprehensive semiotic study for Calvin Klein. A study that got Calvin Klein back it’s mojo in the world of fragrance and demonstrated a billion dollar ROI.
The spring conference season is almost over, but will begin again in earnest come September. But with so many conferences around the world, how do you choose which one’s right for you and will, in some way, provide ROI? Here conference veteran Edward Appleton shares his take on a crowded market.