Thoughts by Joel Rubinson, Chief Research Officer of The ARF
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Digitization is transformational to the media experience, advertising possibilities and media businesses. Now, the media property is the organizing principle and it must live synergistically across platforms. Advertising on traditional media no longer has to be static and served to a whole audience.

Six big wakeup calls in 2009 are doing the marketing research profession a favor; refocusing us on what it will take to conduct trustworthy research, find unexpected feedback, provide anticipatory insights, measure media in a way that people now choose to experience it, and properly rebalance our understanding of how people choose brands by placing more emphasis on understanding the shopper.

Over the next few years three of the hottest marketing trends, digital marketing, shopper marketing, and mobile life will all converge to put shopper marketing into the hands of the shopper. Literally.

Are we in a crisis, as Alan Wurtzel from NBC said? Bob Barocci, President of the ARF on the state of media research presented at the ARF’s Audience Measurement 4.0 Conference.

Could a marketing researcher bring a new, edgy perspective that others would find compelling? Yes! Blogging for Fast Company Magazine on marketing, advertising, and innovation.

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