The Emperor Gets New Clothes
Dennis E. Gonier
Digital Marketing Services, Inc.
'There he goes, strolling the avenue as if
he were clothed. He appears not to notice that those he
serves are losing respect for him quickly. They mock
him in private and refuse to speak with him. Above all,
some say his vision has weakened. Indeed, he cannot even
see that he is naked.'
Welcome to the modern fable of the marketing research
When online research pioneers, traditional
firms and clients gathered at the ARF Online Research Day in Los
Angeles at the start of 1999, this story entered a bright new
chapter. Today, we announce that the period has begun when
online research is adopted wider and faster than it is
questioned. This major conference event has marked the
turning point in the industry, the day when the risk and hard
work met the sea change in the consumer communication landscape.
The day when our industry agreed that change was at hand.