By Shawn Lim

A newly-conducted research has shown that only 5% of media and advertising professionals believe commercial research studies on digital advertising are of a good enough quality.

The research, which was conducted by Inskin Media and Research Now, was based on interviews with 220 industry professionals online. It found 57% of those interviewed felt the influence of the sales agenda of the company owning the research is the biggest obstacle to producing good quality research.

Nearly one in four (23%) generally disregard commercial research projects as nothing but marketing/sales tools while 19% consider them largely useless due to quality issues. While research agencies Read full story ›

Source: The Drum