As Brand Learning's Chief-Enthusiast and Head Cheerleader for the market research and insight industry, I recently attended the Warc Next Generation Research Conference.
As you would expect with a conference title like that, the agenda was dominated by the progress made in digital notably mobile and social media. However, the key takeaway, which applies to all capability building, is that in order to learn and progress you have to sometimes unlearn and undo what you know. It's not that what you know or your experience does not have value - but you have to be forever open-minded, curious and willing to listen to new thinking given the significant progress in our understanding of consumer decision-making and digital behaviour.
Here are the top 3 things I UNlearned:
What's most powerful about these unlearned lessons is their implications for market research specifically and marketing capability generally including:
Some lessons learned, some unlearned.
I challenge you to challenge yourself to go and learn how to unlearn.
This post is by Craig Scott, Marketing Capability Director at Brand Learning.