ARF Brings Listening into C-Level Suites
Geoffrey PrecourtWarc
To kick off a morning keynote forum, "How to Bring the Voice of the Human Into the Boardroom," Joel Rubinson, the ARF's chief research officer, used a video presentation to set up the subject.
Rubinson then turned to a panel of senior marketers for observations on the state of the science (and, as most would insist, the art) of learning from listening.
Joel Rubinson, ARF; Susan Wagner, Johnson & Johnson; Gayle Fuguitt, General Mills; Stan Sthanunathan, Coca-Cola(photo: The ARF)
Rubinson contended, "Research transformation isn't just about changing a...