News Archive 2009-2018

‘Focus Groups are Dead’: Dana Stanley ’91 Interviews Mike Volpe ’97 on Marketing Analytics (Research Access) Archives

Dana Stanley '91 (left) and Mike Volpe '97

It’s social media, Polar Bear style: Dana Stanley ’91, editor-in-chief of Research Access, interviewed Mike Volpe ’97, chief marketing officer for HubSpot, after Volpe had delivered the keynote address at the Social Media For The Win conference this fall in Portland.

Volpe says focus groups are dead and that today’s market information is better than ever, because it’s based on actual behavior.

“I’ll take the status update that someone wrote from the couch in the comfort of their own home as more accurate than the comment they made in a focus group room when they are given a $100 gift card to show up,” says Volpe in the article.