Author Archive: Dr. Marco Vriens
About Dr. Marco Vriens
Dr. Vriens has led analytics, research and insights teams at Microsoft, GE Healthcare, and at various marketing research firms. His work and insights contributed to tackling emerging new competitors, increasing marketing efficiency and customer satisfaction, and significantly increased acceptance and usage of customer and marketing insights. He is the co-editor of the Handbook of Marketing Research, jointly with Dr. Rajiv Grover, published by Sage Publishing in 2006. This handbook won the 2006 Outstanding Title Award. He is the author of a new book: The Insights Advantage: Knowing how to win (2012). This book outlines a new approach to marketing research, analytics and data that leads to more and better insights and will help in closing the insights-action gap. He won the David K. Hardin Award for best paper in the AMA’s Marketing Research Magazine. He can be reached via mvriens@msn.com10 Steps For Stretching Marketing Research For More And Better Insights
Tuesday, May 29, 2012, 6:36 am 3 CommentsMarketing research and analytics are foundational tools to help firms discover compelling actionable insights. How can you “stretch” marketing research (and analytics) to get more and better insights? Here are 10 steps you can take. Continue reading
Why Do We Need An Insights Approach?
Thursday, May 24, 2012, 9:53 am No CommentsWe need to think differently about what we are trying to achieve in marketing research, what the problems are we are trying to solve and how to do it. This means different processes and different tools for insights discovery and insights adoption. In my new book The Insights Advantage: knowing how to win (2012) I discuss how firms can adopt an approach that leads to more and better insights and will lead to more insights-driven decisions. This is the first of a series of blogs that will summarize selected topics out of the book or additional thoughts on the topic of the book: how to win with insights. Continue reading
