"I think all the research industry should adopt a CFO, because what the CFO wants to know is not whether this ad tested better than that ad, but does the whole program move us ahead in making brands more valuable in peoples' lives and therefore impacting the bottom line." (Alan C. Middleton).
In this preCast, ahead of this year's Congress in Montreal, BrainJuicer Chief Juicer John Kearon chats with three of the Congress keynotes about how cultural and technological changes are impacting peoples' lives, and how the disciplines of marketing, branding and research need to adapt.
Joining John is former senior JWT executive Alan Middleton, popular anthropologist Grant McCracken, and design entrepreneur Richard Eisermann.
|Alan C. Middleton |
Assistant Prof. of Marketing and Executive Director,
Executive Education Centre, Schulich School of Business,
|Grant McCracken |
Anthropologist, Research Affiliate, MIT
|Richard Eisermann |
|Host: John Kearon|
Chief Juicer, BrainJuicer