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Sarah UKFast | Account Manager

Transparency is ‘Essential to Effectiveness of Market Research’

20.11.2013 by Alice Cullen

Consumers are becoming increasingly cynical about market research, forcing agencies to become increasingly transparent in their methods and results to have any impact in campaigns. A panel of industry experts gathered to discuss the weakening impact of market research by the PR and marketing industry to instigate trends as consumers turn to the internet to conduct their own research. Rick Guttridge, managing director at award winning PR and social media agency Smoking Gun PR, echoed this thought, saying: “It’s interesting to see companies advertising the results of their surveys on TV, as the numbers who took part are always small.…