Marketing-research best practices from ESPN
Geoffrey PrecourtWarc
How do marketing-researchers get their insights and stories out into the marketplace of ideas?
"At ESPN Consumer Insights," Barry Blyn, the broadcaster's vp/consumer insights, explains, "we do research to know, not research to show. We will certainly talk to you about your diamond-glowing product and all its equities. But, at the same time, we will show you blemishes, too. That's the way we roll."
Moreover, Blyn told a "Coloring Outside the Lines" audience at the Advertising Research Foundation's (ARF) Re:Think 2015 conference in New York, it's not just about what you...