Viewpoint – In pursuit of lost causes

Michael Brown

Argues that to commence a debate on ‘a more detailed, rigorous and pan-national approach to guaranteeing data quality’ would be a waste of breath, for four reasons.
  

Michael BrownNational Readership Surveys Ltd

IN PURSUIT OF LOST CAUSES

Occasionally a breath of fresh air is admitted to our industry. If Ben Page ('Quality control' IJMR,47, 4) has not thrown wide the casement, he has at least unlatched a window.

Let me first answer his final question: to commence a debate on '. . . a more detailed, rigorous and pan-national approach to guaranteeing data collection quality . . .' would be to waste our collective, industry breath. There are four main reasons.

First, we are no longer in the data business. We...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands