In a keynote presentation at the Marketing Research Association’s third annual Corporate Researcher Conference, Michael Mathias, the general manager of FindLaw, described for researchers “What Your CEO Really Wants from Marketing Research.”
Michael began by describing what’s going on in a CEO’s head. The strategic part of his or her brain is asking, “What’s the big picture? What is going on? Is it right? How do we change it?” The tactical part is asking, “Should we create pilots? How do we launch to market? How can we make more money?”
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Author Notes:
Jeffrey Henning
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.
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