Mark Berry
EVP Synovate

Mark Berry is an EVP at Synovate responsible for the company’s CPG and Retail business units in the United States and co-leads Synovate’s Global Shopper Insights practice. For more information on the Duke/Synovate Shopper Insights Center for Leadership and Innovation contact him at mark.berry@synovate.com.  

 

Articles by this author:

  • Tue, 04/05/2011 - 11:45

    The art and science of researching how shoppers decide is at a crossroad. The shopper insights discipline originally developed when retailers began saying to CPG manufacturers that they have a thorough understanding of behavioral data and its findings, but lack a genuine grasp of how their customers and non-customers think and the “why” that drives that behavior.