Market researchers should stop” feeding the metric monsters”

The market research VP for Procter & Gamble told an Advertising Research Foundation forum that: "We're so focused on initiative qualification scores, on the check box that comes with the survey and feeding the metrics monster within our companies."

I know exactly what she means. If it can’t be quantified then the knowledge is devalued.

This issue is not limited to the 50-plus, but is very applicable to this group. If you get the chance it is worth reading the article. First, you might need to register on the site. Dick Stroud