Market Research must get real, not ideal.

01Apr09

An interesting article from the Advertising Research Foundation’s 55th Anniversary conference HERE, courtesy of Mediapost.com.

It discusses the need for market research to stop asking consumers to over-analyse issues and instead place greater emphasis on recording a more natural consumer response. Such as recording what people actually do, rather than what they say they think.

I wonder why it took the Advertising Research Foundation 55 years to recommend this?

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