Coming up in October, Quirk’s, the Marketing Research Association (MRA) and the CEB Market Insights Leadership Council are holding the annual Corporate Researchers Conference (CRC) in Dallas. Among the myriad speakers slated to help move corporate researchers from relevant to indispensable is Chris Elsbury, Coca-Cola’s knowledge and insights director, who will present “Practical Tips for Planning and Executing Successful Presentations.”
As part of “My Story,” a project aimed to let attendees get better acquainted with presenters, the MRA conducted a short interview that addresses how Elsbury found himself in the research industry, what he sees as opportunities for corporate researchers, what he thinks needs fixing and more! Here’s just a taste:
“The biggest threat facing corporate-side research is failing to see the need to incorporate new sources of data (e.g., social media, customer databases, digital) into our tool kit. If we continue to think our only available tools are traditional qual and quant research, we face the prospect of losing relevance as clients discover for themselves how new data can provide answers to at least some of their questions; and often faster and cheaper than traditional ways.”
To read the full interview, visit http://crc.marketingresearch.org/celsbury.cfm.