Marketing Execs: Researchers Could Use a Softer Touch

ARF Panel Talk Emphasizes Need to Ditch Surveys and Listen to Consumers' Stories, Feelings

By Jack Neff

Published: January 27, 2009

SAN FRANCISCO (AdAge.com) -- Long known for crunching numbers and being statistical gatekeepers of the marketing industry, market researchers need to shift their focus toward listening and developing ideas better on the front end and away from "feeding the metrics monster," Kim Dedeker, market research VP for Procter & Gamble co., told an Advertising Research Foundation forum on the industry's future.

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