Larry Friedman

LARRY FRIEDMAN, Ph.D. is former Chief Research Officer, TNS North America. Larry has over 30 years of experience in research, and has worked on both the client and research company sides of market research.

Larry consults extensively with senior level client executives on the business implications of their research. He also publishes widely, and speaks before numerous industry forums, including ARF, IIR, AMA and ESOMAR conferences. He is a winner of a 2009 ARF "Great Mind in Innovation" Award.

Larry's market research experience began at General Foods Corporation. Since then he has worked in numerous categories, including FMCG, financial services, pharmaceuticals (OTC and Rx), IT, telecoms, automotive and others.

He has considerable experience in a wide variety of research areas, including brand equity research, tracking research, communications research (digital and traditional), social media, customer experience research, strategic/segmentation studies, and new product development. He has extensive experience with integrating these different types of research, and distilling larger strategic implications from them.

Larry received his Ph.D. in Social Psychology from Columbia University.

Latest from Larry Friedman

Getting Digital Transformation Right: New Opportunities for Market Researchers?

Discover the broader opportunities for market researchers beyond the tunnel vision of traditional discussions on AI and digital transformation.
November 14, 2023
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Teaching Chimps To “Speak”: Some Lessons for AI in Market Research

As I’ve reached the biblical three score and ten years of age, I’ve gained increasing appreciation for the old saying that history doesn’t repeat itself but it often rhymes.
June 30, 2023
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The Most Widely Read GreenBook Blog Posts of 2019

Join us in taking a look back at the top 20 blogs of 2019.
January 7, 2020
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Market Leaders Deep Dive: Strategic Consultancies

An analysis of the top strategic consultancies in MR.
December 17, 2019
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What Kind of Research is MR?

The hidden world of market research accomplishments.
October 2, 2019
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The Most Widely Read Blog Posts From the First Half of 2019

Key changes and trends surfacing in the market research industry.
July 30, 2019
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The GreenBook Blog Wants You (Part 2)!

Think you have a hot take on industry happenings? Submit your article and be considered for the GreenBook blog.
May 15, 2019
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The Most Widely Read Blogs of 2018 – And What It Means For 2019

Blog posts related to changes and challenges in MR emerge as the most widely read posts in 2018.
January 3, 2019
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The Most Widely Read Blog Posts (So Far) of 2018

Blog posts related to changes and challenges in MR emerge as the most widely read posts (so far) in 2018.
October 30, 2018
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