Why marketing research must change: Rubinson issues call to insight action at ARF assembly

Geoffrey Precourt

This article by Warc’s US Editor, Geoffrey Precourt, covers the opening address to the ARF’s Industry Leader Forum by research consultant Joel Rubinson, the chair of the event.

Why marketing research must change: Rubinson issues call to insight action at ARF assembly

Geoffrey PrecourtWarc

"We knew how to run projects. We know now to deal with suppliers, work within a budget, and stick to a timeline. And that's all still important. But none of it is at the center of a new value-creation model. We need to apply the emerging sciences of behavior… to find the big 'a-ha.' Doing a good show no longer is enough. You need to take a stand."

Joel Rubinson, who left his position as chief research officer of the Advertising Research Foundation...

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