ARF Combats Obsolescence in Research with Transformation Initiative

Is American marketing research on the point of extinction? Donna Goldfarb of Unilever believes the evidence is convincing, arguing that results from brilliant research are being ignored by senior management; that researchers don't feel empowered enough to stand up to such practices; and the research marketplace is changing rapidly.

ARF Combats Obsolescence in Research with Transformation Initiative

Geoffrey PrecourtWarc

Is American marketing research on the point of extinction?

The evidence is convincing, according to Donna Goldfarb, vp/consumer and marketing insights at Unilever. For one, brilliant research is regularly being completed and, almost as regularly, its findings are being ignored by senior management. For two, researchers generally don't feel empowered enough to stand up to such practices. And, for three, the research marketplace – driven to new practices by a variety of social media – is changing rapidly, "presenting many challenges to traditional research on both the agency and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands