“We all know that the consumer has changed during the last few years,” says Steven Van Belleghem, Director Brand & Communication Research. “Many workshops have learned us about this new trend and is consequences. One of the remaining questions is still: what do we, as marketers, need to change in our day to day job to deal with this trend? At InSites Consulting, we developed a new view on advertising taking into account the perspective of the new consumer. In our vision, the brand becomes more central than ever. As a marketer you can still influence your brand by advertising, but on the other hand, the conversations consumers have about your brand may even be more important. From this perspective on, we created some new ways of doing advertising research. In our advertising research, we measure both the direct and indirect exposure. Next to that, we developed tools that measure both online and offline conversations”.
“On September 23th, we will present this vision in our Smartees, taking advertising research forward. The Smartees will contain this vision, lots of client cases and new research techniques that help us get more insights on the consumer 2.0”. Read more about our Smartees on www.insites.eu/smartees.