Catching the Digital Drift: Digital themes from the Research 2009 MRS Conference

James Aitchison

The Research 2009 MRS conference is reported by WARC’s Online managing editor James Aitchison. The conference addressed digital media and covered various topics including: digital advertising research; digital as a qualitative research tool; and digital scepticism.

Catching the Digital Drift: Digital themes from the Research 2009 MRS Conference

James Aitchison WARC Online

More than a third of papers presented at the Market Research Society's Research 2009 conference address digital media in some way. It was a similar case in 2008, demonstrating the research industry's ongoing preoccupation with maximising the potential - and minimising the pitfalls - of integrating online with other offerings.

This latest crop of digitally-oriented papers fall into three broad themes:

1. Digital advertising research: advancing the understanding and metrics of advertising in the digital space.

2. Digital as a qualitative research...

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