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Researchers "must evolve with consumers"

March 5, 2009

By James Verrinder

WARC conference hears how research industry must gain new skill sets to glean insight from online consumers.

UK – The research industry must learn and incorporate a new set of skills to change the way it gains insight from consumers online, according to the Advertising Research Foundation’s (ARF) chief research officer Joel Rubinson.

Research attended the World Advertising Research Center’s Online Research Conference 2009, where Rubinson outlined the challenges the industry faces as consumers become more and more immersed in social media.

He said: “There is a shift in how humanity is communicating which produces a continuous stream of data in people’s naturally occurring conversations. Consumers are a genie that won’t go back in its bottle.”

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