Larry Friedman

Larry Friedman

LARRY FRIEDMAN, Ph.D. is former Chief Research Officer, TNS North America. Larry has over 30 years of experience in research, and has worked on both the client and research company sides of market research. Larry consults extensively with senior level client executives on the business implications of their research. He also publishes widely, and speaks before numerous industry forums, including ARF, IIR, AMA and ESOMAR conferences. He is a winner of a 2009 ARF "Great Mind in Innovation" Award. Larry's market research experience began at General Foods Corporation. Since then he has worked in numerous categories, including FMCG, financial services, pharmaceuticals (OTC and Rx), IT, telecoms, automotive and others. He has considerable experience in a wide variety of research areas, including brand equity research, tracking research, communications research (digital and traditional), social media, customer experience research, strategic/segmentation studies, and new product development. He has extensive experience with integrating these different types of research, and distilling larger strategic implications from them. Larry received his Ph.D. in Social Psychology from Columbia University.

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Getting Digital Transformation Right: New Opportunities for Market Researchers?

Research Methodologies

Getting Digital Transformation Right: New Opportunities for Market Researchers?

Discover the broader opportunities for market researchers beyond the tunnel vision of traditional discussions on AI and digital transformation.

Larry Friedman

Larry Friedman

Latest

Teaching Chimps To “Speak”: Some Lessons for AI in Market Research

The Prompt

Teaching Chimps To “Speak”: Some Lessons for AI in Market Research

As I’ve reached the biblical three score and ten years of age, I’ve gained increasing appreciation for the old saying that history doesn’t repeat itse...

Larry Friedman

Larry Friedman

What Is The Future of Brand Tracking?

What Is The Future of Brand Tracking?

Brand Tracking is evolving to rely more on observed behavioral data, and less on traditional survey data, with predicting the future the goal

Larry Friedman

Larry Friedman

A New Phase for the GreenBook Blog

A New Phase for the GreenBook Blog

The GreenBook team is honored to welcome our newest editor, Dr. Larry Friedman

Larry Friedman

Larry Friedman

The Most Widely Read GreenBook Blog Posts of 2019

CEO Series

The Most Widely Read GreenBook Blog Posts of 2019

Join us in taking a look back at the top 20 blogs of 2019.

Larry Friedman

Larry Friedman

Market Leaders Deep Dive: Strategic Consultancies

Market Leaders Deep Dive: Strategic Consultancies

An analysis of the top strategic consultancies in MR.

Larry Friedman

Larry Friedman

The Most Widely Read Blogs of 2018 – And What It Means For 2019

The Most Widely Read Blogs of 2018 – And What It Means For 2019

Blog posts related to changes and challenges in MR emerge as the most widely read posts in 2018

Larry Friedman

Larry Friedman

The Most Widely Read Blog Posts From the First Half of 2019

The Most Widely Read Blog Posts From the First Half of 2019

Key changes and trends surfacing in the market research industry.

Larry Friedman

Larry Friedman

CEO Series

The Coming Rebirth of Market Research?

In a world where we don’t necessarily need to ask questions to get answers, what is the role of the market research industry?

Larry Friedman

Larry Friedman

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