Motivated by a number of member inquiries, the ARF Analytics Council recently investigated the vast changes that have taken place in marketing and advertising research over the last few years. The results are significant, culminating in the first Organizational Benchmark Survey of the industry. The study reveals a number of different aspects surrounding these changes, such as what departments are conducting research, what they are called, if they are centralized or decentralized, if small agencies differ from larger ones, the tools and techniques that are used and much more. Read more.
