Should accountability metrics dismiss intermediate effects?

Ged Parton and Jon Harper

Most marketers would acknowledge that their primary goal is demand creation: to intervene in the mind of the consumer to build or strengthen a relationship, and to intervene in aspects of the marketplace in such a way that the demand that exists for their brand is optimised and, what's more, grows over time.

So, for the market researcher or insights director (delete as appropriate) working with the marketer, the task for monitoring surveys is obvious: measure the relationship and the influences on that relationship so that it is clear which activities are working, and then identify opportunities for future activities.

Simple enough, or so you'd think.

INTERMEDIATE MEASURE PROBLEM