The future of marketing research in the age of social media: life support or reinvention?

This paper covers a keynote panel session at the Advertising Research Foundation's "Audience Measurement 4.0" conference in which a series of thought leaders discussed the short and longer-term challenges facing marketing research as a result of the rise of social media.

The Future of Marketing Research in the Age of Social Media: Life Support or Reinvention?

Geoffrey PrecourtWARC

The rest of the advertising and marketing industry simply has to live with the recession and the absorption of an entirely new media ecosystem. But the marketing research sector needs to find a purpose to survive, lest fulfill the prophecy of a Procter & Gamble research director who, in the summer of 2008, cautioned, "research as we know it will be on life support by 2012".

At its "Audience Measurement 4.0" conference, the Advertising Research Foundation (ARF) assembled a keynote panel of...

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