Insight That Sticks: Using Marketing Research to Build Smarter Plans

Gary de Ocampo discusses transforming research insights into actionable strategies. He highlights the disconnect between significant market research investments and executive reliance on intuition, emphasizing the cost of poor data quality. De Ocampo advocates for understanding customer truth, needs, and friction, using real-world examples to illustrate how observed behavior and practical concerns often supersede stated preferences. He introduces the STIC-E framework for effective marketing and stresses the importance of concrete communication and lean research for sustainable growth.