Who is shaping your brand’s future?

Peter Kneale

This article argues for the importance of influencers (or advocates) in shaping the future growth of a brand, and introduces FutureView, a TNS research tool for identifying the `future shapers' for specific brands.

Who is shaping your brand's future?

Peter Kneale

The writers of the US Declaration of Independence thought it 'self-evident' that all men are created equal. Looking at the evidence quickly leads you to a different conclusion. Huge differences exist between individuals on all sorts of dimensions – sex, age, shape and size, personality, intelligence, skills, beliefs, attitudes and, of course, habits and behaviours.

Freedom of expression is an equally democratic concept. Happily, much of the modern world celebrates diversity of view and the right for all opinions to be heard. Indeed in the market research community it is a mantra...

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