Viewpoint - The New Marketing Research Imperative: It’s about Learning

Joel Rubinson

In 2003, the Advertising Research Foundation (ARF) and ESOMAR helped drive a global Research Leaders Summit (RELEAS) initiative, where leaders of the research profession worked hard to redefine the vision and value strategy for market research.

Viewpoint – The New Marketing Research Imperative: It's about Learning

Joel RubinsonAdvertising Research Foundation

In 2003, the Advertising Research Foundation (ARF) and ESOMAR helped drive a global Research Leaders Summit (RELEAS) initiative, where leaders of the research profession worked hard to redefine the vision and value strategy for market research.

Since last July 20, the ARF's Research Transformation Super-Council has been leading a team of the world's best known marketers to once again attempt to redefine the mission, vision, and scope of the research function.

In only five years, these two efforts resulted in remarkably different directions.

In 2003,...

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