industry thoughts from Clarteza

At a certain point of my life I realized that I don’t fit in! I’m sure some of you have felt that way too. After working at big companies for over a decade I realized there might be something I do that’s not conforming to “the rules”. At big companies, I always tried to fix everything, find new solutions, create new departments, and eliminate inefficiencies (and yes this is my pet peeve!). Most importantly, I believed that some rules are meant to be broken. At heart, I was an entrepreneur, but … Continue Reading

In our recent post on qual vs. quant research, we touched on one of the critical issues facing market researchers today, the question of how we use, store and re-use data we obtain from the investments we make in research and information.  The amount of data available to us continues to grow in magnitude and scope.  We have qual data, quant data, syndicated data, social media data, competitive intelligence data, all coming at us all the time in … Continue Reading

We read a lot of press about the information overload and time-pressed nature of consumer lives.  They are inundated with information from more sources, on more screens, more of the time.  The average consumer is exposed to thousands of advertisements per day, smartphones keep them from ever turning off and tuning out, and they live in a society in which there is often simply not enough hours in the day.  As the consumer environment has changed, marketers have adapted by investing more funds in the clutter, to ensure their brands are seen across all screens, across all formats, and across … Continue Reading