Mastering the art and science of Next Generation Research

This presentation from Starcom MediaVest looks at how advertising planning has evolved over time and how in turn, measurement of its results has also changed.
It suggests ways for keeping up with the rapid pace of change in research tools and techniques and also looks at managing the challenge of cost, speed and accuracy to make the most of research budgets. Looking ahead, ways of incorporating next generation approaches into the research mix are suggested. An example from Coca-Cola is included....

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