ARF chief sees “tangible progress” in a chaotic marketing-research industry

Geoffrey Precourt

The Advertising Research Foundation (ARF), the industry body, believes that real progress is being made in tackling some of the biggest problems facing the research industry.

“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.

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

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