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Posts: RP Kumar

RP Kumar Author

With more than 27 years in senior roles in Consumer Insights and Strategic Planning, RP specializes in leading major research programs; gleaning relevant, actionable, sometimes hard-to-find insights from them; and developing brand, communication and marketing strategies for clients.

RP has on-the-ground global brand strategy experience across geographies (India, Middle East and North America), across categories (Food, Consumer Products, Telecom and Technology) and across major global agencies (J. Walter Thompson, Lowe and DRAFTFCB).

He is passionately devoted to teaching and is a regular faculty member at Miami Ad School and teaches often at major universities, including University of Chicago’s Booth School of Management and Texas A&M University.

RP holds a B.Sc. in Mechanical Engineering and an M.B.A. in Marketing and Strategy.

Why the WHY Matters: Unleashing the Full Potential of Big Data

by RP Kumar| July 28, 2015

Consumer Insights have evolved from an intuitive, gut-based, “trust me” kind of discipline to a data-led, rational and programmatic one. It’s a welcome development, but there’s also a problem … Big Data has been hijacked by incrementality. It’s being used primarily in analyzing what is happening, in order to do “more of this” or “less […]