Real-time research requires detailed planning

This article argues that flexibility and detailed planning are critical to taking full advantage of the predictive nature of real-time research.

Real-time research requires detailed planning

Fiona BladesMESH

With the ability to collect research data in real time, it is tempting to think that this will transform our ability to optimise our marketing activity 'in the moment', saving millions of pounds or dollars. The truth is that it can, but only with detailed planning, as most marketing ecosystems are not set up to be agile and flexible.

Advertising research

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

However, this is changing. The advent of social media and programmatic marketing is driving some...

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