Move From “What?” to “Why?”
Marketers are good at creating compelling messages, and sending them to high-potential audiences. And they are getting better at sending messages at the right time, measuring those outcomes, and adapting. But ultimately, marketing must influence behavior.
How do audiences receive and react to messages? What are the triggers to go from liking a message to acting in the marketplace? Today, we just don’t know. The is the “last mile” of 21st Century marketing. The ANC studies why people make the choices that they make … and how to influence those choices. Our research can have a profound impact on the way marketers engage with audiences.