Wednesday, March 4th, 3:15: join Kathryn Korostoff’s session for a lively and brutally honest conversations about choosing between traditional primary research methods, transactional data, online behavioral data, passive data, social data and more. Market research methods are part of a much larger information ecosystem that business executives have at their disposal. Sometimes conventional methods are the best choice for a given insights need. And sometimes they aren’t. And a sure career killer is not knowing the difference. Maximize your impact and credibility by being able to confidently and objectively make recommendations about which of various methods and data sources to use. Recommendations need to be made in a way that shows the researcher is objective and doesn’t over-rely on “traditional” methods like surveys and focus groups.
Joining Kathryn is special guest Norris Scott, SVP of Futures Sport & Entertainment. Bringing the corporate research perspective on when and why to challenge consumer insights methodology conventions.
Check out the session details here.
