This year, while in New York at the ARF Annual RE: Think! Convention and Expo, I was invited to attend The Big Speak Easy: A Secret Meeting of the Research Liberation Front. The event was billed as “an unprecedented opportunity for true revolutionaries to convene in secret to plan a better future for ad testing and market research.” The marketing was too intriguing to resist attending.
As part of the event, they asked researchers to get on a soap box (literally) and rant on the state of the industry. My rant was that too often marketing treats marketing research like an ugly stepsister, when in fact it is marketing research that is so vital to marketing. We are usually – and incorrectly – viewed as the nerds of marketing. So now we want to hear your rant.
What is the biggest problem in marketing research? Or, what is your marketing research pet peeve?