My coverage of the ARF annual conference: do you have a digital data insights strategy? Are you working as hard to understand the sea changes in media consumption as you are to understand consumption of your brand?
It is important that we marketing researchers become like Behavioral economists and study how people make choices, not just the choices they make.
While one might have thought that you need neuro research to get at the emotional mechanisms of advertising,mostly, traditional, survey-based copy testing methods work quite well.
No media company needs to understand how consumers choose to access their content across screens more than ESPN. Here is how they have taken an industry leadership role.