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...