Erin Core launches Veracity to rescue marketers from drowning in data

By AdNews | 5 July 2021
Erin Core

Strategist, marketer and researcher Erin Core is taking a new agile approach to market research with the launch of Veracity.

Thy agency will offer consumer research, advertising, marketing and brand strategy, fusing traditional methods with new technology to develop tailored answers.

Core is a former head of marketing at Queensland Ballet and strategy director at Clemenger BBDO. 

She says she hopes to disrupt the traditional model, by facilitating research and strategy that is easy to manage, easy to understand and easy to share within a business.

“Marketers are drowning in data and brands are spending tens of thousands of dollars on wasted reports and information," she says.

"Companies are employing entire divisions to sift through lengthy academic dossiers because there is a lack of synergy between the marketer’s needs and the market research process. 

“After working both agency and client side, I found wastage was a constant frustration for myself and my clients and research backs this.

"A recent study found 95% of brands admitted to shying away from asking consumers the questions they wanted to because they perceived market research methods to be expensive, complex and frustratingly slow.”



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