A new report considers emerging consumer data sources, the rising need for synthesis experts, and the future of insights management.

Marketing research is an industry that operates at the intersection of professional and academic side of advertising. In fact, “advertising research” is an aggregation of methodologies (and theories) developed in departments of anthropology, psychology, sociology, statistics, visual arts, and other fields.

Last month, the Journal of Advertising Research published an article titled “The Shape of Marketing Research in 2021”. A PDF of the full paper can be downloaded below with full credits, as it is truly a collaborative effort by seven contributors. Here are some key takeaways to keep in mind as you read their work.

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