Why marketing research needs to think beyond marketing

This event report draws on research, led by Millward Brown Vermeer, covering the possible evolution of marketing insights and analytics over the period to 2020.

Why marketing research needs to think beyond marketing

Geoffrey PrecourtWarc

"How do you create a culture that embraces risk and then actually drives towards experimentation?" Gayle Fuguitt, president/ceo of the Advertising Research Foundation (ARF), asked delegates at the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference.

"It really is all about people. It's about leadership. And there are three key characteristics to creating an 'insights engine' that really drives performance."

The ARF chief's point of reference was "Insights2020: Driving Consumer-Centric Growth" – a new study the industry body has co-sponsored with "founding" partners including ESOMAR, Kantar, Korn...

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