Throughout
history, kings, queens and leaders have
relied upon the sage wisdom and clear-eyed advice of their trusted
advisor or ‘truthsayer’. In our modern business world, who fulfills
this truthsayer role? Some say research. Data. Raw numbers. But
it is the rare person who can translate the signs and signals of
the marketplace into concrete results for a company.
|
Introducing
Ellen Karp of ANERCA.
“Anerca” is Inuit for “renewal.” A concept word that refers
to “soul,” “breath” and “poem.” Ellen Karp is a modern day truthsayer
and trusted advisor who helps companies tease out the truth from
the marketplace and transform it into results. One of world’s foremost
authorities on consumer behavior and aspirations — and one of its
leading qualitative research practitioners, Ms. Karp
is an indispensable part of decision making and marketing for some
of the most influential companies in North America and Europe.
As one client stated, “Ellen has honed her rare gift for knowing
where
the zeitgeist is headed and interpreting trends. Anerca |
helps clients position products and services for the needs
of tomorrow.”
Strategy: Anerca specializes in the creation of new brands, products
and product categories as well as brand positioning and revitalization.
As an anthropologist with more than 20 years of direct consumer
research and expertise, Ms. Karp is known for her deep insights
into consumer behavior and her highly strategic solutions to her
clients’ most difficult problems. She has also created unique and
dynamic methodologies combining the best of North American and
European research techniques on behalf
of some of the world’s iconic brands.
Fire: The results for Ms. Karp’s clients have been profound.
Her work in consumer trends and behaviors, combined with passion,
professionalism and
a robust creativity, led to the breakthrough “Past, Present, Future”
campaign for DeBeers
and the immensely successful “For Her” line of footcare products.
|
Focus: The depth and breadth of Ms. Karp’s knowledge of many
categories is considerable. An expert in markets ranging from luxury
to mass, she has worked in diverse categories such as apparel/fashion,
cosmetics, medical and advanced technologies. Ms. Karp is highly
recognized in the understanding of the LOHAS (Lifestyles of Health
and Sustainability) consumer, an important and rapidly growing
segment. LOHAS consumers
recognize the direct connection between a healthy environment and
our own well-being and make consumer decisions accordingly. A powerful
group that’s redefining the marketplace.
Could your team benefit from the sage wisdom
of a trusted advisor? Anerca welcomes the opportunity to work with progressive companies
interested in the next iteration of growth and development. Let
the intuitive research, strategic solutions and perceptive “truthsaying”
of Ellen Karp and Anerca become part of your management strategy. |