In this conversation, Vas Bakopoulos discusses his award-winning projects, the Movable Middles Growth Framework and the Brandeis Performance study. He explains the importance of targeting the 'movable middles' in marketing, which are consumers who are more responsive to advertising. The discussion also covers the design and outcomes of the Brandeis Performance study, emphasizing the need for accountability in brand investment and the connection between brand favorability and sales. Vas shares insights on how these frameworks can shape the future of marketing science and offers practical advice for marketers.

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Talking Insights is a Research World and Esomar production.

Hosted by Antonio Almeida

Music by FreeMusicForVideo from Pixabay

Graphics by Brandon Heim

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