Posts by Alter Agents
Practical lessons in research and resilience: Devora Rogers on The Strategy Sessions podcast
Alter Agents’ Chief Strategy Officer Devora Rogers recently joined host Andy Jarvis on The Strategy Sessions, a podcast featuring global marketing leaders and original thinkers. In this episode, Devora shared candid stories from her life and career—and delivered some refreshingly practical advice for marketers and researchers alike. Here are five takeaways from the conversation: People…
Read MoreWhy expertise matters in qualitative research for media buying
The media buying and planning landscape is more complex than ever. With digital channels multiplying, ad tech advancing, and agency structures shifting, understanding how media decisions are made is critical for publishers and B2B ad tech companies. But gathering those insights isn’t easy. Traditional market research often falls short when it comes to uncovering the…
Read MoreWe talk brand promiscuity, attribution myths, and modern research on the Right About Now podcast
Devora Rogers, Chief Strategy Officer at Alter Agents, recently sat down with Ryan Alford on the Right About Now podcast, the #1 marketing business show on Apple Podcasts. In this wide-ranging conversation, Devora shared her perspective on some of the most pressing challenges facing today’s marketers and offered sharp, research-backed insights on how to adapt.…
Read MoreWelcoming two new members to our team
Alter Agents expands leadership and research team to support continued growth Company strengthens research capabilities with key new hires and a 30% increase in staff over the past year Los Angeles, CA – March 11, 2025 – Alter Agents, a full-service strategic market research consultancy, is pleased to announce the expansion of its team with…
Read MoreThe future of work: Why return-to-office mandates miss the mark
As companies continue pushing return-to-office (RTO) mandates, the conversation around workplace flexibility has never been more urgent. Alter Agents CEO Rebecca Brooks has been at the forefront of this debate, recently authoring two compelling pieces that challenge the push to revert to outdated work models. In her Forbes article, “The return-to-office push is bad for…
Read MoreFrom pessimism to purpose: Strategic consumer insights for the next chapter
We are thrilled to launch our latest research study! Read the press release below for more information. Download the report here. ~~~~~~~~~ Alter Agents study shows Americans share common ground leading into the 2024 election Data indicates that the U.S. population is less divided that we might think; key issues surround inflation, polarization, price and…
Read MoreWe write for Advertising Week about mid-funnel customer strategies
Many advertisers and media planners tend to focus on the top and bottom of the sales funnel, ignoring the critical mid-funnel customer. Our Chief Research Officer, Heather O’Shea, writes about how to change this in her latest article for Advertising Week, “Enhancing media planning with mid-funnel strategies.” As audience fragmentation increases and media consumption habits…
Read MoreIs American sentiment shifting again?
Our CSO Devora Rogers recently shared this article on LinkedIn and it is worth a read by everyone seeking connection and unity! As researchers we are trained to develop questions and hypotheses. We then apply those questions with consumers and when we look at the data that comes back, we look for what connects groups,…
Read MoreVariety is the “spice of content” according to our latest study with TikTok
Did you know that 64 percent of TikTok users express a preference for brands that offer a diverse range of content on TikTok? That’s just one of the findings we uncovered in a recent study with TikTok. Together, we set out to uncover key insights that would help brands create a recipe for reaching their…
Read MoreWe write for Forbes about updating market research methodologies
In her latest article for Forbes, our CEO Rebecca Brooks writes about ways that market researchers can evaluate and update their practices to fit today’s needs. The article, called “How Will You Know If Your Market Research Methods Are Outdated?” covers the need to focus less on brand and more on consumers, as well as…
Read MoreWe write for Forbes about having confidence in your data
In her recent Forbes article, our CEO Rebecca Brooks urges companies to have confidence in data-driven decision-making, moving away from the uncertainty that still lingers from the pandemic. In the piece, titled “How Businesses Can Overcome Doubt And Embrace Data-Driven Confidence“, she outlines some of the best practices and actionable steps business leaders can use…
Read MoreAdvertisingWeek: How to effectively plan for streaming advertising
Alter Agents’ Chief Research Officer Heather O’Shea recently wrote for Advertising Week about techniques to blend media measurement and market research effectively for streaming ad planning. With a staggering 99% of households subscribed to at least one streaming service, media planners and advertising need to deeply understand this medium and how to reach audiences. She…
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