Media and measurement: Trends and themes at Warc's Advertising Research 2011 conference

Joseph Clift

Read Warc's report on neuroscience from Advertising Research 2011

Browse the speakers' presentations from Advertising Research 2011

Perhaps the key requirement clients have for market researchers is that they provide – and use – appropriate tools for measuring the effectiveness of campaigns. It follows that developing and refining these tools is a big priority for research professionals.

This can be seen in the number of presentations based on measurement that were made at Warc's Advertising Research conference, held in London in September 2011.