John Ross, president of Interpublic's Shopper Science, head of the Emerging Media Lab, and former CMO of Home Depot, is on deck. Studies people from the minute they run out of toothpaste to the moment
they hand over cash at the checkout for a new tube.
Need to understand the journey from undecided to decided in a broad definition of retail. To start, define the shopper. Classic demographics
is an old model. New model is how they behave. Individual consumer can send as much as they receive, an active participate, two-way exchange with brands.