As marketing-research delegates from all over America gather in New York for the Advertising Research Foundation’s (ARF) 2018 CONSUMERxSCIENCE conference, David Poltrack has identified a problem for the brand stewards who rely on information-rich insights to shape their marketing programs.

“What may be missing in our industry right now is taking risks,” the Chief Research Officer for CBS Corp., and President of CBS Vision, said. “If you really want to get ahead in this new world – if there’s something your company is doing that you don’t think they should be doing, or if there is something they aren’t doing that you think they should be doing – use all the tactics and tools at your disposal to make your case.”