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C. Frederic John

C. Frederic John, Senior Consultant: Fred is a dynamic strategic researcher and marketing advisor with experience on both the client and supplier sides in a career spanning 35 years. Currently Vice-President of ESOMAR, the global market research professional association, he is a recognized authority in the field and a keen observer of emerging trends in the industry.

His resume includes extended tenures at Yankelovich Partners, where we ran the global network as a well as a custom research team, and at MasterCard Worldwide, where he was responsible for global product and corporate reputation research.

Fred is a frequent presenter at industry forums. His papers are considered provocative, reflecting his idiosyncratic approach to the challenges facing marketers and researchers in a rapidly evolving enviroment.

His recent papers and presentations include:
“The Odyssey of Our Profession,” ESOMAR Congress, 2010 (nominated for “Best Paper”)
“The impact of Globalization on the Marketing Function,” ESOMAR Congress 2012 and The Market Research Event, 2012
“Invasion of the Niche Seekers,” article on the recent entry of small European market research firms into the US market, for “Research World,” Sept. 2013

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You probably agree that market research is a necessary activity for any major company, but its cost has often been open to question. In many cases, it’s not the cost of specific research projects, but the validity of the projects themselves, that needs to be evaluated. Many companies engage in extensive research activity, often including […]

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