Historic economic and geopolitical unrest, combined with remarkably rapid changes in opinion gathering and business analytics methodologies, have transformed the landscape for market research. Surviving in this redefined world was the theme for CASRO's 36th Annual Conference, held at The Breakers in Palm Beach, Florida, from October 19 to 21.
Sessions were focused on ways to define success in the new marketplace; helping attendees understand the potential roles of market research; and discovering the actions research firms need to take, now, to capitalize on burgeoning opportunities.
Chris Frank, vice-president of Business-to-Business and Communications Research at American Express, and Paul Magnone, director of Global Business Development and Alliances at Openet Telecom, kicked things off with "The Seven Question Meeting," in which they outlined a series of straightforward, immediately applicable questions that bring a big-picture perspective to problems that often leave executives buried in irrelevant details. Frank and Magnone provided anecdotes from their experiences with numerous start-ups and such iconic brands as American Express, IBM and Microsoft. Afterward, the duo signed copies of their book, Drinking from the Fire Hose: Making Smarter Decisions without Drowning in Information.
Other highlights of the conference included a panel of research industry innovators. Here, moderator Dan Coates, president of Youth Pulse Inc., probed Gian Fulgoni, executive chair and co-founder of comScore Inc., Andrew Reid, founder and president of Vision Critical, and John Dick, founder and CEO of Civic Science, on the defining moments that transformed their businesses and how they maintain an innovative mindset amid success.
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