In this article, Jon Puleston tells us about some surprising statistics he overheard while attending the ESOMAR 3D conference:
In this article, Jon Puleston tells us about some surprising statistics he overheard while attending the ESOMAR 3D conference:
I feel for Market Research Managers in charge of Brand Awareness trackers. It’s not as easy as it used to be. As the number of means by which brand awareness and familiarity are influenced increases, our ability to measure their impact becomes more difficult. Sure, you can still efficiently measure absolute awareness levels, but how useful is that if you don’t know what is driving them?