The super-council’s goals center on providing a best and next practice blueprint series of documents for transforming the research function.  Three Working Committees are being formed that will deliver the blueprint:

Organizational impact
How can research deliver value to the enterprise?  What does success look like?

Consumer-led strategies
What are the tools, mental models, and successful insights strategies that turn marketing and media changes, and business challenges into huge business wins?  How do we go about delivering anticipatory insights to the organization that will drive growth and innovation?

Engagement, talent, and process
How does the organization find a new way of working so insights and marketing teams are most effectively partnered?  What are the new competencies that insights teams must acquire to deliver on this vision of how it will provide value and drive growth?

The way the super-council will work is that there will be general knowledge sharing meetings and smaller group working committee meetings that are charged with producing the blueprint.

Council Chairs
Donna Goldfarb – VP Consumer and Marketing Insights, Unilever
Susan Wagner – VP Strategy and Insights, Johnson & Johnson

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