Uncategorized

Slaying the Metrics Monster

Marketing Execs: Researchers Could Use a Softer Touch

ARF Panel Talk Emphasizes Need to Ditch Surveys and Listen to Consumers’ Stories, Feelings

Published: January 27, 2009

SAN FRANCISCO (AdAge.com) — 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.

http://adage.com/article?article_id=134144

 

Welcome to QualBlog

QualBlog is developed and maintained by 20/20 Research to provide a single source of information about all types of qualitative research.  QualBlog will have original posts and news from around the globe specifically related to qualitative research.  Check in regularly to skim the news and information to keep up to day on worldwide qual research.  We look forward to getting to know you.

1 5 6 7 Scroll to top