Category: Methodology

For the past several years there has been a big debate about whether companies who manufacture and distribute products should be focusing more on market research or on consumer insights. In many industries, consumer insights is a fairly new term that has just begun to be understood and applied to marketing strategies.

Quester was honored to have been invited to present to the Marketing Academy students at the University of Iowa’s Henry B. Tippie School of Management in February. Sharing our methodology with the future leaders in the field is a huge opportunity for Quester, and it’s also a great way to give back, and promote the importance of lifelong learning. Mark A. Winkler, Business Director for the Marketing Academy, MBA, shared the following thoughts on what led him to include Quester in this year’s speaker line-up:

In early January, Next Generation Market Research lead Tom H.C. Anderson shared over 70 predictions for 2012 from clients, Research company CEOs, text analytics providers, and recruiters. I’m always interested in looking for themes, and I’m certainly curious for perspective on where our industry is headed, so I did a little text analysis of my own with the verbatims that Tom posted on his blog.