Devora Rogers

We're in a different world. And anyone who thinks that a category is never going to shift or be disrupted is in for some surprises. And once it does, you either are ready or you lose your share.

Yeah. Well, you know, there were folks who built, you know, these tech stacks and they said, we'll just we'll be able to answer it all and we'll know everything. You know, it didn't really play out that way. And certainly now some of the changes that have occurred in tech and, you know, some of the questions calling into, you know, a question, you know.

Yeah. Well, you know, there were folks who built, you know, these tech stacks and they said, we'll just we'll be able to answer it all and we'll know everything. You know, it didn't really play out that way. And certainly now some of the changes that have occurred in tech and, you know, some of the questions calling into, you know, a question, you know.

Yeah. Well, you know, there were folks who built, you know, these tech stacks and they said, we'll just we'll be able to answer it all and we'll know everything. You know, it didn't really play out that way. And certainly now some of the changes that have occurred in tech and, you know, some of the questions calling into, you know, a question, you know.

whether cookies are workable and privacy, all kinds of different things, I think has shown us that there isn't an easy fix for attribution. There's no special key that just unlocks it permanently. You have to do the work. And you have to do the work among humans. Now, working in research, we have...

whether cookies are workable and privacy, all kinds of different things, I think has shown us that there isn't an easy fix for attribution. There's no special key that just unlocks it permanently. You have to do the work. And you have to do the work among humans. Now, working in research, we have...

whether cookies are workable and privacy, all kinds of different things, I think has shown us that there isn't an easy fix for attribution. There's no special key that just unlocks it permanently. You have to do the work. And you have to do the work among humans. Now, working in research, we have...

I don't want to call them colleagues, but we have people who are trying to use synthetic respondents, which by the way, that means not a real human, in case anybody didn't know.

I don't want to call them colleagues, but we have people who are trying to use synthetic respondents, which by the way, that means not a real human, in case anybody didn't know.

I don't want to call them colleagues, but we have people who are trying to use synthetic respondents, which by the way, that means not a real human, in case anybody didn't know.

Artificial, not real, fake, to essentially answer research surveys. And I look at that and I go, why would you do that? You could use big data to do that. You could use any number of things. Nothing, nothing reveals opportunities and challenges in the way that talking to humans does. It just doesn't.

Artificial, not real, fake, to essentially answer research surveys. And I look at that and I go, why would you do that? You could use big data to do that. You could use any number of things. Nothing, nothing reveals opportunities and challenges in the way that talking to humans does. It just doesn't.

Artificial, not real, fake, to essentially answer research surveys. And I look at that and I go, why would you do that? You could use big data to do that. You could use any number of things. Nothing, nothing reveals opportunities and challenges in the way that talking to humans does. It just doesn't.

You know, and so I think that attribution is worthwhile and certainly if you're doing a lot of media spend, you've got to do it. But. We feel that brands have to put in the work and ultimately get answers from real people dealing with real challenges that either your company can or cannot solve.

You know, and so I think that attribution is worthwhile and certainly if you're doing a lot of media spend, you've got to do it. But. We feel that brands have to put in the work and ultimately get answers from real people dealing with real challenges that either your company can or cannot solve.

You know, and so I think that attribution is worthwhile and certainly if you're doing a lot of media spend, you've got to do it. But. We feel that brands have to put in the work and ultimately get answers from real people dealing with real challenges that either your company can or cannot solve.

Yeah. So a couple couple thoughts on that. So my mentor, you mentioned yours. My mentor was a guy named John Ross, who was had been the CMO at Home Depot. And he oversaw Home Depot's growth, you know, the biggest growth of its development. Right. And I learned a lot from him around how I think about research and retail and shopping.

Yeah. So a couple couple thoughts on that. So my mentor, you mentioned yours. My mentor was a guy named John Ross, who was had been the CMO at Home Depot. And he oversaw Home Depot's growth, you know, the biggest growth of its development. Right. And I learned a lot from him around how I think about research and retail and shopping.

Yeah. So a couple couple thoughts on that. So my mentor, you mentioned yours. My mentor was a guy named John Ross, who was had been the CMO at Home Depot. And he oversaw Home Depot's growth, you know, the biggest growth of its development. Right. And I learned a lot from him around how I think about research and retail and shopping.

We wrote a book together called Fire in the Zoo, which is all about the difficulty of selling at retail and all that kind of stuff. And, you know, he used to do so. They had, you know, every imagine, you know, they had Deloitte. They had all every consultant in the world was working for Home Depot at the time. Every single one. They had any amount of data or research they wanted. And guess what?