Brands, researchers and the new "measurement mandate"

Stephen Whiteside

This event report discusses the new "measurement mandate" for the research industry, based on a panel session featuring several industry leaders, including P&G, at the ARF's Audience Measurement 9.0 conference.

Brands, researchers and the new "measurement mandate"

Stephen WhitesideWarc

Market researchers are extremely familiar with receiving demanding briefs from clients – but the latest request to practitioners from America's largest advertiser could well be the most difficult yet.

"The metric that we have to be aiming for – the success metric – has to be sales. Nothing else matters," Joan Lewis, global consumer and market knowledge officer at Procter & Gamble – which spent $3.2 billion on ads in the USA during 2013, per Kantar Media – said while chairing a panel of industry chiefs at the Advertising Research...

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