The culture of Microsoft’s advertising-research team

This event report addresses how Microsoft, the technology group, ensures its advertising research function delivers the desired results in terms of both mindset and performance.

The culture of Microsoft's advertising-research team

Geoffrey Precourt

In a practice that so thoroughly depends on quantitative reliability, Kajoli Tankha, Microsoft's Director/Advertising Research and Social Intelligence, relies on qualitative attributes to build a marketing-research machine.

"It takes teamwork to make the dream work," she told delegates at The Market Research Event (TMRE) 2016.

And teams don't just happen, Tankha offered. As with all elements of marketing, there are certain best practices that must be considered:

  • "Hire people with diverse thinking who can work well with one another."
  • "Fire team saboteurs, no matter how smart they may be."
  • "Customize your management...

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