The ARF’s cri de coeur: “Foment empiricism!” Why market research must focus on accuracy and rigor

The Advertising Research Foundation (ARF), the trade body, is encouraging the market-research industry to double down on the use of science in tackling major questions.

“Foment empiricism.”

With these words, Scott McDonald, president/CEO of the Advertising Research Foundation (ARF), refreshed the central aspect of the industry body’s mission during his opening keynote address at its CONSUMERxSCIENCE Conference in New York City.

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