Research clients to market researchers: move it or lose it

This report from the ARF's Audience Research conference focuses on a client panel session in which executives from organizations including the ANA, Time Inc., GroupM and Optimedia offer their opinions on the current shortcomings of market research and offer up their ideas for the future.

Research clients to market researchers: move it or lose it

Geoffrey Precourt Warc

On the occasion of the Advertising Research Foundation's (ARF) Re:Think annual conference in March 2011, a conversation over the subject of neuroscience became so heated that one audience member had to be dragged - all but kicking and screaming - from the discussion.

The tenor of the ARF 2011 Audience Research Conference three months later was generally more subdued. As with most trade organizations with a shared interest, camaraderie generally overrules combativeness. But, invite a few outsiders onto the convention floor and the fur starts to...

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