The ARF invites marketers to sit at the "decision table"

Marketing researchers face a number of challenges, including the need to establish satisfactory metrics, integrating with other communications functions and staying abreast of the latest thinking and strategies.

The ARF invites marketers to sit at the "decision table"

Geoffrey PrecourtWarc

Over the course of her 32-year career at packaged food group General Mills, Gayle Fuguitt developed the kind of expertise that made her a central player in the drama that was changing the nature of marketing research. As the company's vp/consumer insights, she was renowned for "bringing the voice of the consumer to the decision table." It was her mantra, and one that she integrated into every corner of the General Mills marketing-research franchise, alongside spreading the word at assemblies all over the world as a keynote...

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