Marketing research is broken. Can it be fixed?
Geoffrey PrecourtWarc
The marketing-research industry is in trouble, according to one of its leading practitioners.
"As an industry, we've dropped the ball," insisted Duane Varan, the Founder/Chief Executive Officer of MediaScience. "This is our day of atonement. The good news? We're responding to this challenge. Now that we can see the light, we can start figuring out how to start measuring this better."
The darkness, Varan told a keynote audience at The Media Insights & Engagement Conference, an assembly convened by the Institute for International Research (IIR) in Fort Lauderdale, Florida,...