In an inspiring and wide-ranging keynote address to kick off the MRA’s ISC conference, Jeremy Gutsche, author of Better and Faster: The Proven Path to Unstoppable Ideas, discussed how we are often victims of our own success.

The life span of a Fortune 500 company in the 1950s was 75 years. It has fallen to 15 years today. It is expected to fall to 8 years in the future because companies are not structured to adapt.

That’s why they hire market researchers.

Read more at the Marketing Research Association

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.