Warc Next Generation Research

Brian Carruthers

Speakers at the 2014 Warc Next Generation Research conference, which took place in London on January 16, covered everything from trends such as the increasing use of mobile to structural issues such as the need to establish market research as an equal business partner.

Opening proceedings, keynote speaker Edward Appleton, European consumer insights manager at office products business Avery Zweckform, prefigured many of the themes that emerged over the course of the day. He began by describing his marketing colleagues as "hungry dogs" and wondered whether such pressures meant market research was simply becoming more efficient rather than more effective.