Conference notes - History has a lot to teach us about the future of market research

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009

Conference notes – History has a lot to teach us about the future of market research

Adam PhillipsReal Research

Joel has discussed how research needs to change, and the direction in which it is going. I am going to discuss what researchers used to know but have mostly forgotten.

In the 1940s and 1950s, Procter & Gamble interviewers used to have to memorise their questionnaires and conduct the interview without any visible means of recording, like a questionnaire or a notebook, and then write the answers down afterwards out of the respondent's sight. I am going to briefly explain...

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