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
Is American marketing research on the point of extinction?
The evidence is convincing, according to Donna Goldfarb, vp/consumer and marketing insights at Unilever....