Assessing the value of real-time market research

This event report discusses the current role and status of real-time market research. Many of the tools now available are seductive, as they promise near-instant results and the ability to optimise campaigns at speed.

Assessing the value of real-time market research

Emily BarleyWarc

When you watch an emotional television ad, can you explain all the feelings it evokes to a researcher just a moment later?

That was the question posed by Peter Fenton O'Creevy, joint managing director at VooDoo Research, when speaking at the MRS Real-Time Research Intelligence Summit, an event organised by the Market Research Society and held in London in January 2014.

Consumers, he told the conference delegates, often do not know how an ad has affected them, or find it hard to articulate. This means asking someone to discuss a...

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