Articles from GBK Collective

GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced the appointment of Rebecca Szew as Partner and Chief Client Officer. In this expanded leadership role, Szew will oversee GBK’s client research design and thought leadership, partnering closely with the company’s new President of Client Services, Ben Rogers, to grow client relationships, expand capabilities, and continue to drive business impact for the firm’s roster of Fortune 500 brands.

GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced the appointment of Ben Rogers as President, Client Services. Bringing over 25 years of experience in insights, brand, and marketing strategy, Rogers will play a key role in advancing GBK’s ability to deliver data-driven insights and strategic guidance to its global client base.

The third annual study by Wharton Human-AI Research (WHAIR), a research center at the Wharton School of the University of Pennsylvania, in collaboration with GBK Collective, reveals that generative AI (Gen AI) has rapidly transitioned from pilot projects to mainstream enterprise adoption with 82% of leaders using it weekly and nearly half daily.

GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced the appointment of Randi Ochs as Senior Vice President. Bringing over 25 years of experience in consumer insights, brand, and marketing strategy, Ochs will play a key role in advancing GBK’s ability to deliver data-driven insights and strategic guidance to its global client base. At prior companies, Ochs has led high-performing teams, and will also serve to enhance GBK’s team dynamics and growth.

A new study by AI at Wharton, a research center at the Wharton School of the University of Pennsylvania, in collaboration with GBK Collective, reveals a dramatic rise in generative AI (Gen AI) adoption across key business functions, as companies move from cautious exploration to rapid integration. The report, “Growing Up: Navigating Gen AI’s Early Years,” surveyed more than 800 enterprise decision-makers across the U.S., highlighting the rapid evolution of AI usage across business functions, even as they navigate challenges around return on investment (ROI) and organizational transformation.

GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced several key hires including Virginia Lennon who joins as Senior Vice President of Research and Insights. Also joining the GBK team are Prachi Bhalerao as Marketing Data Scientist, and Reagan Jacobs as Senior Analyst.

GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced that Professor Kevin Lane Keller has joined its advisory board. Dr. Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College and a renowned marketing strategist and best-selling author.

GBK Collective, a leading marketing strategy, insights, and analytics consultancy, unveiled a new study indicating that adoption of electric and hybrid vehicle sales are poised to surge in the coming years – with half of U.S. households now considering an EV (Electric Vehicle), PHEV (Plug-in Hybrid Electric Vehicle), or HEV (Hybrid Electric Vehicle) for their next vehicle purchase. This shift, however, hinges on the automotive industry's ability to deliver the right products at the right price points, as well as the need to overcome concerns about total cost of ownership.

A new study by GBK Collective, a leading marketing strategy, insights and analytics consultancy, shows that generative AI adoption has reached a tipping point within enterprises. Not only do the majority of enterprise leaders now use generative AI – they are also planning a substantial increase in generative AI investments in the next 12 months.

GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced that Dr. Anthony Palomba has joined its advisory board. Dr. Palomba is Assistant Professor at the University of Virginia Darden School of Business where he teaches leadership communication and business analytics.

GBK Collective, a leading marketing strategy, consumer behavior, and analytics consultancy, today announced that Dan Yavorsky, PhD, has joined as Senior Vice President, Analytics and Marketing Science. Yavorsky brings more than 10 years of analytics and consulting experience including strategic management at Bain & Company working with leading brands across categories including consumer packaged goods, health care products, and media and entertainment. Prior to Bain, Dan provided analytics support as part of Cornerstone Research’s corporate litigation practice.

GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced a partnership with Qualtrics, the leader and creator of the experience management (XM) category, to provide brand advisory services to Qualtrics customers. Through the partnership, GBK will work with customers to apply real-time analytics and predictive insights to make smarter decisions using the Qualtrics XM Platform™.

GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced that Dr. Americus Reed II and Samuel Botts have joined the company. Dr. Reed is the Whitney M. Young Jr., Professor of Marketing at the Wharton School, University of Pennsylvania, where he has served on faculty since 2000. Botts is a senior consultant, bringing over two decades of experience in strategic management and marketing expertise.

GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced the appointment of strategic insights veteran Rob da Silva as Executive Vice President (EVP). The firm also announced the promotion of Brian Smith to Executive Vice President, Strategic Insights.

GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced the appointment of Kimberly A. Whitler, the Frank M. Sands Sr. Associate Professor at the University of Virginia's Darden School of Business. A former CMO, Prof. Whitler is a foremost expert on brand and marketing strategy. In addition to researching and writing on a variety of marketing topics for Harvard Business Review, Forbes and other media outlets, Kim is the author of the #1 new book in product management on Amazon, "Positioning for Advantage: Techniques and Strategies to Grow Brand Value."

GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced the appointment of Dr. Marco Di Maggio, Ogunlesi Family Associate Professor of Finance at Harvard Business School (HBS) to its advisory board, further strengthening GBK’s expertise in the financial services, technology and FinTech markets. A foremost expert on FinTech and market strategy, Professor Di Maggio collaborated with numerous companies in multiple industries, from consumer lending to asset management and cryptocurrency markets, to raise capital, launch new products, deal with regulatory challenges, exploit customer data and design novel revenue models. He holds a PhD in Economics from MIT.

GBK Collective, a leading marketing strategy, consumer behavior and analytics consultancy, today announced the appointment of Dr. Dominique (Mike) Hanssens, Distinguished Research Professor of Marketing at the UCLA Anderson Graduate School of Management, to its advisory board, further building on GBK’s expertise in helping clients solve strategic marketing challenges and maximize ROI.