Marketing Research SIG
Topic: Not Your Grandma’s Focus Group – how mobile can build rich and rapid insights
Facilitator: Neil Ursic, Former Digital and Innovation Director at 84.51
We will review three case studies (apparel, skin care, CPG) around how Crush Republic is collecting deeper, more relevant data on consumers via mobile. Through its proprietary mobile platform, Crush Republic enables bi-directional feedback, meaning that clients can send follow up questions to the participants based on initial responses. In addition to collecting data, Crush Republic gathers real stories from brand users. By asking probing questions “from the comfort of your mobile phone,” participants share a narrative that answers questions the brand didn’t even think to ask.
Facilitator: Neil Ursic, Former Digital and Innovation Director at 84.51 (dunnhumbyUSA), Neil left 84.51 to take the CEO position at Crush Republic, a consumer insights company based in Cincinnati. Neil sits on the board of the Cincinnati Athletic Club, Case Western Reserve University Board of Trustees Membership Committee, and is a mentor at OCEAN Accelerator.
About this SIG: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.
AMA Members – Free!
Non-members – $15
Thanks to our sponsors: