I’m not a historian. I know little about the origin of market research, though I guess I know a little more now, but I do know that back in the late 90’s Dick McCullough and I worked together at MACRO in a little office above a Baskin and Robbins. The company was strong analytically, strong in research fundamentals and true…
This is not a story. It is an accounting of events. It is all true. Every fact, every date, every quote. The purpose of this document is simply to outline what happened. The story will come later. You are likely to recognize many of the people mentioned here because I’m using their real names and because they’re famous, at least…
Dick McCullough makes some great points. I, like him, have been a regular ART Forum attendee for 20 years, and have also attended a number of Sawtooth Conferences. We both come away from these conferences with new ideas, our careers have benefited from the people we’ve met, and we’ve gained much from the opportunities given to us to present our…
I certainly enjoyed reading Dick McCullough’s editorial and I am in total agreement with almost all of his points. Been there, done that, over and over and over again. I do think there are a few exceptions to his taxonomy, most notably the annual MRA conference, where there is a very healthy blend of activities of both the selling and…
Avant de fonder MACRO, M. McCullough a été le vice-président de Cheskin Associates, leader mondial en stratégies de recherche marketing. Il a ensuite poursuivi sa carrière en tant que directeur de recherche marketing d’une division de Levi Strauss & Company qui fait un chiffre d'affaires de plus 300 millions de dollars.
M. McCullough a également eu l’occasion de faire des conférences et des présentations sur différents sujets de marketing avec l’American Marketing Association (AMA), la Marketing Research Association (MRA) et diverses universités. Il a également siégé au conseil d'administration de l'Association Américaine de Marketing, branche de San Francisco et a été cité dans le Canadian Packaging Magazine. Durant plusieurs années, il a fait des conférences et animé des colloques sur l’application des analyses statistiques multivariées. Il est également membre de diverses autres associations professionnelles.