Miscellaneous

Something changed this year at the ESOMAR Congress. Tectonic plates are shifting. Age-old market research certainties are vanishing. The most visionary clients are doing things differently and changing what they buy and the way they buy it. And where they lead, others will follow.

Nathan Waechter, Associate Vice President at System1, reflects on the IIEX Forum in Atlanta – and highlights 3 key takeaways from the conference.

During the Book Launch Party in London, in the shadow of a six foot replica book, a new ground-breaking tome was unleashed on the world: System1, Unlocking Profitable Growth.

What makes a hit? Understanding why things become popular is one of the foundational questions of marketing, but a surprisingly difficult one. It’s easy – too easy – to come up with reasons for success which are satisfying from a narrative and a commonsense perspective, but which are ultimately completely untestable.