Building Brands and Brand Equity

Are Market Researchers Being Led by the Technology, Rather Than Leading the Research Process?

Are Market Researchers Being Led by the Technology, Rather Than Leading the Research Process?

If we allow the capabilities to define how we measure performance, we could end up in a place we don’t want to be, causing harm to the brands that we mean to support. By making these new technologies the primary tools that we use to understand advertising performance, we may be unintentionally producing serious consequences…

Read Quirk’s Article Here Read the full Quirk’s Article Here

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