VIDEO: Judy Quinlan, Manager of Advertising and Creative Services, Northrop Grumman, Discusses the Crucial Role of Research in Marketing - (Archived)

The changing government landscape is putting contractors to the test, with more pressure on marketing teams to be flexible with their resources. The effects of sequestration still linger and the large budget deficit also causes anxiety in the contractor community.

As such, it is imperative for marketers to leverage research for better targeting of government decision makers. This will lead to a smarter use of resources during this uncertain climate.

These are some of the key takeaways from Judy Quinlan, Northrop Grumman’s Manager of Advertising and Creative Services, who joined Market Connections’ annual Federal Media and Marketing event as a panelist last year.

Quinlan said, “Without [research], you’re just assuming what your customer wants to be hearing, assuming how they’re receiving their media. It really is the GPS. . . . If I dropped you at the Holland Tunnel and said go to the Empire State Building and didn’t give you a map, you’d probably get there eventually, but—but with a GPS, research, you can plot your way there a whole lot faster.

The 2013 federal media study revealed that government executives are embracing mobile solutions, with smartphones and tablets becoming key channels for reading news and information—signaling a major shift in the media landscape, in which government decision-makers want ubiquitous access to content.

This is an exclusive FedPulse™ video interview with Quinlan, who discusses how research can play a key role in a running a successful marketing campaign in the government sector.

FMMS Judy Quinlan from Market Connections, Inc. on Vimeo.


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