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ARF: Consumer Opinions Online Still Seen as Curse, Not Gift

January 11, 2010

By Jack Neff

Marketers Still Rely on Survey Research Despite Free Discourse on Web

"Listening" ostensibly has become the rage in consumer research, but the Advertising Research Foundation is finding that many marketers view what would seem one of the digital age's biggest gifts to marketers -- the torrent of unsolicited consumer opinion -- as more of an added expense item than a blessing.

Read entire article on Advertising Age.

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