“Whenever we find ourselves banging our heads against difficult and perennial problems,” argued Scott McDonald, “it is easy to feel discouraged or to lose sight of tangible progress.

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Scott McDonald, president/CEO, Advertising Research Foundation (ARF)

“But that is a big mistake,” the president/CEO of the Advertising Research Foundation (ARF) told the organization’s 2019 AUDIENCExSCIENCE conference. “Most scientific progress happens in incremental steps that can be slow, but that accrete and accumulate in ways that give us confidence that the progress is real and not hype.”

Indeed, he said as he kicked off the Jersey City gathering, “To bring focus to the state of marketing research, the ARF regularly surveys its members about industry priorities to bring focus to the state of marketing research.