Michael Rodenburgh (Ipsos)
Marketing News Canada
00:00
The Importance of Human Truth in Marketing Research
I like to say that what we do for marketers is one of four things: We solve problems. We track performance. We identify a problem or mitigate risk. And, you know, all of that information that we collect ultimately becomes intelligence. There's actually a really interesting quote that I've used often and many presentations throughout my career. Jack Connor Michael once said that research is the price you pay for intelligence because you pay a higher price for ignorance.
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