Activation Starts Before The Brief
A final debrief is not activation. Andrew Wiseman explores why turning research into action starts before the brief, with decisions, stakeholders and implementation considered from the outset.
Your Segmentation is on the Shared Drive. Now what?
Andrew Wiseman explores why even statistically robust customer segmentations can fail to create impact, and why successful segmentation depends on purpose, stakeholder engagement, activation and turning insight into action.