Harris Opens Complexity Science Practice

In the US, Harris Interactive has launched a Complexity Science Practice. Robert Hart is promoted to lead the team, which aims to help marketers demonstrate their ability to effect measurable business gains.

Areas of focus will include calculating return-on-investment (ROI) of marketing and advertising activity, market mix optimisation, forecasting new product adoption, and business system dynamics modelling.

Explaining the reasons behind the launch, Hart commented: 'The board room wants both proof and results, and is demanding more transparency and accountability around marketing and research activity. Our focus is on identifying the key drivers of business and providing leaders with the tools they need to make strategic navigation and measurable success simple and effective.'

The practice will utilise complex adaptive systems (CAS), of which the firm provides the following (suitably complex) description: 'characterised by component parts that act independently and adapt to their environment (such as consumers, brands and firms in the marketplace), have a high degree of interdependence (often nonlinear) and produce outcomes that are evolving rather than predetermined or imposed.'

Hart has nearly 20 years' research experience. Prior to joining Harris as VP Senior Consultant in 2006, he worked at Lieberman Research Worldwide, Gelb Consulting Group, the Home Shopping Network and as a tenure track political science professor at the University of North Texas. He earned his PhD and MS in Political Science at Florida State University and holds a bachelor's degree from Rice University.

Harris Interactive is online at www.harrisinteractive.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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