Navigating the Attention Trail
May. 9, 2024 | By Keith O'Brien - Realeyes
Anna Estlund is the Senior Director of Insights and Strategy at Pernod Ricard. She shared with Realeyes how the company is approaching attention measurement for its roster of brands.
Why is attention important?
Part of it is that giving our full attention is a lost art. We all know this intuitively as consumers, right? We're all guilty of double screening, and I think we've tricked ourselves into thinking we can multitask. But that doesn't really work.