Where Is Advertising Research Headed?
A panel is curated to discuss the development of research in advertising over the past 50 years and its future.
The Advertising Research Foundation (ARF) is celebrating 75 years of being in the business of marketing research. The organization seeks to provide initiatives to further the role of research in marketing, quantifying consumer insights, and driving growth for clients.
ARF invited Gian Fulgoni (comScore chairman), Eileen Campbell (Global CEO of Millward Brown), and Scott McDonald (SVP of Research & Insights at Conde Nast) for a panel discussing what researchers and analysts have learned over the past 50 years, and where it’s all going. Many in-depth articles written by various speakers and colleagues at the conference can be accessed here for free.