How to embrace the real-time revolution

This article argues that marketers should embrace real-time research and outlines a best-practice process for how to adopt this new approach.

How to embrace the real-time revolution

Tricia Benn

Tricia Benn of Northstar outlines a best-practice process for adopting new research tools, including online panels, mobile, gamification, dashboards and neuroscience techniques, to rapidly gather insight that enables decisions about advertising strategy and campaigns in real time, or near real time.

Advertising research

This article is part of a collection of articles on advertising research. Read more.

What is research doing today to address the needs of advertisers? How do advertisers get the critical insights they need in today's world of 'immediacy rules'? It's not as challenging as you may...

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