The Accountability of Research

Have a look at this post.


“Elsewhere on brand republic, someone suggests that WPP is buying another research company because “research is measurable, and WPP likes measurable things”. I would suggest this is the complete opposite of the truth. Research panders to the love of measurement, for sure, but as a marketing activity I cannot think of anything less subjected to rigorous cost-benefit analysis than the money, time and effort squandered, oops, I meant ‘invested’ in researching things.”

Do you agree?

On a side note, buying a company during a recession, regardless of this accountability question, is a smart business move.


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