Posts by Alter Agents
We write for MarTech Advisor about the New Reality for Shoppers
“Brands are facing increasing tension between tech-driven consumer conveniences and the need to start approaching their target audiences differently from the outset. What needs to change in marketing research and the way we understand shoppers in this new reality? Rebecca Brooks, Founder and CEO, Alter Agents, has the answers.” She writes about this in-depth for…
Read MoreAs seen on Forbes: Brand Building in the Age of Convenience
Technology is transforming the way people shop and their expectations when it comes to brand experience. How can brands keep up with this new reality? Our CEO Rebecca Brooks writes about the tension between technology and branding in her latest article on Forbes. Fierce retail competition, technology-driven conveniences and the desire for barrier-free shopping are…
Read MoreTalking Brand Category at the Insights Association NEXT Conference in Chicago
Our CEO Rebecca Brooks is heading to Chicago this week to speak at the Insights Association NEXT Conference, an event that was developed for leaders from the market research and consumer insights industry. This year’s theme centers around transforming the path to insights, with a focus on real-world applications of technology that can positively impact…
Read MoreWe talk WIRe, our business model and brand research futures on the HappyMR podcast
We sat down with Jamin Brazil of HappyMR at last month’s IIeX conference to chat about some of the things we have going on at Alter Agents. Our CEO, Rebecca Brooks, took some time to dive into her involvement with Women in Research (WIRe), how we approach research partnerships and some of the new projects…
Read MoreOn the AMA blog: Busy Lives Affect How We Shop
There’s no doubt we’re all busier than ever before. How is this affecting purchase behaviors? How should brands reposition to accommodate this reality? Rebecca Brooks dives into this issue in her latest article for the American Marketing Association’s Marketing News blog in an article called “No Rest for the Weary Shopper.” In the article she…
Read MoreBlockbuster, Kombucha and some clean mountain air: connecting with colleagues and clients in Oregon
Like me, I’m sure there are people you’ve worked with for months and even years and never met in person. In a world that connects us so well digitally, the need for face-to-face interactions has taken a back seat. We have forgotten how vitally important it is to have this kind of rare time together.…
Read MoreHow does behavior change based on brand category? We share more on MediaPost
In her latest article for MediaPost, which provides resources for marketing and advertising professionals, Rebecca Brooks writes about how purchase models are changing as the gap widens among brand categories. Brands can no longer count on consumers taking a linear approach to purchase, as their needs and desires differ greatly from product to product. She…
Read MoreHow can brands support important causes and remain authentic?
It’s a fine line that Rebecca Brooks explores in her first full-length article, “Bold Business: Brands Take A Stand And Win”, as a new member of the Forbes Agency Council. Taking inspiration from a recent large donation to environmental causes by Patagonia (backing up the company’s long-term commitment to sustainability), she writes about how consumers…
Read MoreHow much of a risk was Gillette’s new ad campaign?
Two of Alter Agents team members, Rebecca Brooks and Mike Dickerson, recently weighed in on the much-discussed new ad campaign for Gillette on the CommPro.biz blog. A departure from the brand’s traditional communications and advertising, their new take on what “masculinity” means caught many brand and marketing experts by surprise. In the article, called “Razor’s…
Read MoreHow much do brands need to consider political polarization?
Does left or right matter when it comes to purchase decisions? Rebecca Brooks writes about this issue in a recent article on Research-Live and covers how brands do – or don’t – take political stands when it comes to communication with consumers. Because of the decidedly polarized political climate these days, many brands assume that…
Read MoreWhat’s going on with shoppers this holiday season? We weigh in on Forbes
Although the craze of Black Friday and Cyber Monday are past, holiday shopping behaviors are still under scrutiny by many brands and marketers that want to reach their target audiences during this competitive retail season. Angela Woo writes about what to expect from shoppers as 2018 comes to a close in her latest piece on…
Read MoreMarketers would do well to remember Gen X
The forgotten generation is the subject of Angela Woo’s latest piece on Forbes. In the article, she encourages marketers to get Generation X back on their radars, because even though this group of 38-53 year olds is smaller than its counterparts, they’re still powerful spenders. She writes “Savvy marketers would do well to remember Gen…
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