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AdAge – January 2009

AdAge – January 2009

iModWPAdmin

Jan 23, 2009

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Marketing Execs: Researchers Could Use a Softer Touch

[excerpt] Long known for crunching numbers and being statistical gatekeepers of the marketing industry, market researchers need to shift their focus toward listening and developing ideas better on the front end and away from “feeding the metrics monster,” Kim Dedeker, market research VP for Procter & Gamble co., told an Advertising Research Foundation forum on the industry’s future.

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Kristin Thomsen, Manager, Market Research, United Way Worldwide