|By Business Wire||
|May 27, 2014 10:37 AM EDT||
Mobile technology, Big Data, and other forces are transforming the needs of marketers and policy makers – the essential clients of research professionals. At CASRO’s Technology and Innovation Event in Chicago this week, GfK’s Patricia Graham (Chief Solution Strategist) will take part in a “fireside chat” on how market researchers can make the most of these trends.
Graham will join executives from Decipher, InSites Consulting, Kantar Health, and SPYCH for the session, which will take place tomorrow at 5PM; the conference venue is the Radisson Blu Aqua Hotel.
“We are seeing revolutions among both consumers and clients that demand a real rethinking of what market researchers should bring to the table,” said Graham. “Clients’ need for interpretation and real-world guidance, rather than simply more data, challenges the industry to grow in dramatic leaps. Researchers need to immerse themselves in their clients’ business plans and goals, while still keeping a close eye on issues of accuracy and representation. By synthesizing data into more holistic decisions, MR will earn its place in both strategic and tactical discussions across a variety of industries.”
At GfK, Graham works on strategy and integrated product / service solutions that help client decision makers identify “what’s next” as it relates to their brands, marketing and media. Applying over two decades of experience in general management, strategic marketing, product development, operations, and information technology based businesses, she provides the industry and practice areas with predictive solutions that are industry best in class.
Prior to GfK, Graham also held executive positions at Knowledge Networks (acquired by GfK in 2012), Nielsen, IRI, and INTERLINQ Software.
CASRO (Council of American Survey Research Organizations) represents over 325 member companies – about 85% of the US research industry. The group promotes a rigorous code of conduct in market research, advocates for the MR industry, and hosts a variety of conferences annually.
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
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