The New Year is upon us, and with it, a rash of predictions about what the next 12 months will bring for the research industry, often with little accuracy. I was relieved to see that no industry analysts predicted 2016 to be the “year of mobile”….again.
Rather than focus on specific tools or technologies that will “revolutionize” marketing measurement, I look at greater business trends, which have a broader application and are more thematic in nature. Trends are also more inclusive. They allow us to connect the dots between brands and consumers in a way that can ultimately drive new measurement practices.
There are three key themes or trends that drive the firms I advise:
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Kristin Luck