On this episode of Now that's Significant, we’re joined by Heather O’Shea, Chief Research Officer at Alter Agents, a full-service, strategic market research consultancy reimagining research in an era of shifting decision making. Heather is a passionate digital ad insights leader with over 16 years of experience in market research and consumer insights. She has held positions at media agencies, publishers, tech platforms and research companies.

How brands need to go back to basics with their approach to market research. Reasons for this included the evolution of consumer data landscape (GDPR, Apple’s app tracking transparency, demise of third-party cookies);

We’ve also seen decreasing viability of some of our existing media and advertising measurement techniques

She touched on how we've seen a reduction in ability to rely on direct response attribution measurement for decision-making.

Heather shared with us some thoughts on choosing the right mix of methodologies.

And more.

We hope you enjoy the show.