Byline: JACK NEFF
The new chief research officer of the Advertising Research Foundation wants market research to be seen as cool.
You can stop laughing now.
As everyone in marketing knows, agency creatives are the trendsetters. The brand marketing and general management types are the jocks, generally at the top of the pecking order. And the researchers, well, they practically scream chess club.
But jocks often grow up to have potbellies and berate children loudly at youth-sports events. The popular kids frequently make bad lifestyle choices. It's the geeks who have the best chance of becoming Bill Gates, Steve Jobs, Larry Page, Sergey Brin or Mark Zuckerberg. ...