As published in MarketingTribune on September 11, 2013. What is the common denominator between Henry Ford, Akio Morita and Steve Jobs? None of them had any faith that consumers are capable of creation. They considered creation to be the exclusive authority of a limited group of strategists, intellectuals and creative minds. Consumers are capable of evaluating the value of what was created for them, but they are incapable of participating in the creation process itself. And they have a point. Consumers often lack the strategic brand content, they struggle to recognize and interpreting their own behavior patterns and they do not all carry a creative gene.
Now that summer has left us, we can look back at lots of amazing moments, but we can also look forward to a new range of interesting Smartees! First up for September is our Just Missed ESOMAR Webinar on Friday, the 27th of September.
Final part of a blogpost series on the InSites Consulting company values. You might have noticed we’re fans of the word ‘forward’. It is central in our tagline ‘Taking research forward’, we run R&D projects in our ForwaR&D Lab, and guess what? It is also at the core of our company values. After covering 6 of our company values over the last weeks (forward thinking, open, result-driven, we-oriented, adaptive, and respectful), it’s time to deal with our final value ‘daring’, nicely forming the acronym FORWARD!