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At Advertising Week, Learning To Listen

September 23, 2008

In MediaPost's Marketing Daily – September 23, 2008

By Karl Greenberg

Marketers are spending a lot of money on media research and studies, but not enough on innovating and listening to bounce-back from consumers. That was a key theme of the Advertising Research Foundation (ARF)'s Advertising Week workshop, "Transforming Research. Are You Listening?.

Jeff Flemings, SVP/director of renaissance planning at Publicis' new account planning shop, VivaKi, says research has reached an inflection point. "It's hard to get a survey done today with validity. People share things and trust each other much more than [they do] brands," he says.

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