Market research is not only a waste of money, it is also a waste of time and human resources. Market research causes product launch dates to slip and new product champions to have ulcers. It makes entire organizations tentative, indecisive. It inspired the phrase “analysis paralysis.” And that’s the good news. The bad news is that every dollar spent on…
Prior to founding MACRO, Mr. McCullough was the senior vice president for a leading international strategic consulting and design research firm. Before that, he was market research manager for a $300 million division of Levi Strauss & Company.
Mr. McCullough has spoken before the American Marketing Association, the Marketing Research Association and various universities on a wide range of marketing topics. He is a past board member of the American Marketing Association, San Francisco chapter, and has been quoted in Canadian Packaging Magazine. He has chaired and lectured at applied multivariate statistics seminars for several years and is a member of numerous professional associations.