New US Firm to Offer Syndicated Reports on MR Issues

Five US research veterans - Lenny Murphy, Gregg Archibald, Jason Anderson, Bill Weylock and David Bernstein - have announced the launch of a new company, Gen2 Advisors, which will combine regular reports on leading edge marketing and insights areas with advisory and consulting services.

The founders say they aim to help marketers and insights professionals 'understand the significant state of change marketing is undergoing, while creating solutions to help them harness it for their advantage' - with specific reference to new 'tools, technology and applications to gather insights'.

The syndicated reports will be published eight times a year and each will cover a specific technology / marketing issue - the first is due out on January 8th and will study social media analytics. Up to 37 firms who sign up before this first publication date will be offered the option to become Charter Members.

Senior Partner Murphy comments: 'With the increasing amount of touch-points such as Facebook, Twitter, email, blogs, customer ratings, smartphones, gaming, etc., the days of simply conducting a phone survey to learn what consumers thought about your brand are forever changed. We believe that with this change comes a proliferation of technologies that can be employed to help with the job of understanding consumers. The rate of change has left many marketers and insights professionals trying to figure out the scope of the technology, how to apply it, and what it takes to successfully manage the insights function. That's where Gen2 Advisors come in.'

The firm says it has formed a 'strategic partnership' with research directory the GreenBook, whose publisher Diane Liebenson also joins the team alongside former Forrester and Affinnova exec Tamara Barber.

Web site: www.gen2advisors.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.