Jeffrey Henning, president of Researchscape International, said people are increasingly relying on people around them for information about products. “A lot of studies have shown that people trust their friends and family more than traditional ads,” Mr. Henning said. “For brands, this is a way to bypass traditional channels and gather some social clout that would otherwise not be available. And it’s certainly cheaper than a major marketing TV campaign.”
Read more at The Globe and Mail.
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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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