Peter Mitchell
Author
TOPICS

Consumer research is dangerous. We all know the upside — how research can unearth insights to transform a campaign. But let’s pause for a moment to consider the risks: How…

In 1955, the legendary Chicago ad man Leo Burnett wrote to the advertising director at Philip Morris to defend his agency’s hold on a new account — Marlboro cigarettes. The…

There are a ton of ways to botch a focus group. But let’s pause for a moment to ask a baseline question about the world’s most common qualitative method: Is…

What gives anyone the right to influence other people’s behavior? Who am I, working just outside Washington, DC, for some non-profit, foundation or even your own government, to wield influence…

Peter Mitchell
Principal + Chief Insights Officer
Former Wall Street Journal reporter turned marketer … led original “truth” antismoking effort… frequent speaker across globe on social marketing… member of Social Marketing Quarterly editorial board… lots of creative awards (Silver Anvil, Emmy, Gold Davey, etc.)… too eager to share CrossFit workout exploits
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