Transforming Research Roles

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Research titles at media agencies used to be simple. “Head of research” pretty much said it all. But today, there is a whole new crop of titles populating  research department org charts at media agency shops: “marketing accountability,” “consumer insights,” “analytics,” “business intelligence” and “marketing science.”

These new handles aren’t puffery. They represent a real shift in the role and scope of research in media planning and buying.

Not too long ago, the bulk of agency research centered around TV ratings and other media currencies.

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