Are Clients Getting What They Really Want? (from today's advertising and brand research...)

Michael Bower

This presentation discusses how advertising researchers need to adapt to modern technologies and techniques whilst maintaining a disciplined and empirical approach.

  • In the past research was simpler, but newer technologies have left some researchers feeling that their techniques easily become out of date.
  • In the past success was driven by research discipline, and it is important that this approach is applied to new research.
  • Clients need to recognise the financial value of quality research and pay for it, whilst suppliers need to become research zealots, ensure they have tight contracts and continually experiment with new methods....

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