Mercedes-Benz USA: the move from traditional research to consumer communities

Geoffrey Precourt

This report from the Association of National Advertisers' Brand Innovation conference covers the presentation by Steve Cannon, U.S.

Mercedes-Benz USA: the move from traditional research to consumer communities

Geoffrey PrecourtWarc

For American marketing researchers, the memo from Mercedes-Benz USA to the market-research community couldn't be any clearer: Time is running out.

"We've undertaken a couple of initiatives that are transforming the way we interact with customers," said Steve Cannon, U.S. vp/marketing for the nameplate. "We've learned more about the way people think and feel than we ever could have from marketing research.

"As our focus grows, we're moving money away from [syndicated research]" in order to fund new digital consumers, Cannon told an Association of National...

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