ARF: Consumer Opinions Online Still Seen as Curse, Not Gift

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

1/11/10, AdAge

Marketers Still Rely on Survey Research Despite Free Discourse on Web

“Listening” ostensibly has become the rage in consumer research, but the Advertising Research Foundation is finding that many marketers view what would seem one of the digital age’s biggest gifts to marketers — the torrent of unsolicited consumer opinion — as more of an added expense item than a blessing.

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