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?”