Research World

Senior Cultural Strategist at Lovebrands Insight is arguably having a beige moment. We all feel it.

Founder & Director at Inquiara The “user levels” ladder in AI is marketing, not method. In research, judgment — not automation — creates value.

Hailing from a background in data strategy, Thomas has successfully blended analytics and creativity in various roles. Following a long stint at BBH London as head of insight and effectiveness, Thomas has moved across to Havas, working as Senior Strategy & Effectiveness Partner at Arena media. Let’s dive into the questions and see what he has to say for himself. Q You’ve recently moved from the creative agency BBH UK to Arena Media.

Senior Strategy & Effectiveness Partner at Arena Media Welcome to the 4th edition of Q&A-gency! The focus of these articles is to speak to a leader within the creative development and planning, and this time around it was Thomas Gwin.

In B2B software, forecasting adoption is one of the hardest jobs in product strategy. We compared the results of a human conjoint with five synthetic conjoint results. One of the tests came within a percentage point of real buyers’ choices.

In B2B software, forecasting adoption is one of the hardest jobs in product strategy. We compared the results of a human conjoint with five synthetic conjoint results. One of the tests came within a percentage point of real buyers’ choices.

In addition to using essential cookies that are necessary to provide you with a smooth navigation experience on the website, we use other cookies to improve your user experience. To respect your privacy, you can adjust the selected cookies. However, this might affect your interaction with our website. Learn more about the cookies we use.

In addition to using essential cookies that are necessary to provide you with a smooth navigation experience on the website, we use other cookies to improve your user experience. To respect your privacy, you can adjust the selected cookies. However, this might affect your interaction with our website. Learn more about the cookies we use.

Brand and customer experience research must be integrated because true business performance is driven not by strong brand perceptions or high satisfaction scores alone, but by how well customer experiences deliver on the promises a brand makes.

As AI shifts the customer journey from search to conversation, consumers are increasingly relying on intelligent systems to evaluate options, recommend brands, and support purchasing decisions.