As researchers, we have a wide range of people to please, from internal stakeholders, to external clients, to our consumers. We have budgets to be mindful of, investments to defend and respondents to satisfy (so they continue providing us valuable information!).
Consumers live in the now; they are connected to hundreds of friends and followers through an endless number of devices. Few marketing challenges are trickier than trying to identify and recognize what drives their attitudes and behaviors. What they do and what they say can be vastly different in today’s mobile world.
Brands have sought to distance themselves from being associated with extreme or offensive content, but pulling advertising wholesale may prove to be an equally extreme measure.
WPP CEO Martin Sorrell acknowledged that brands had valid concerns regarding where their advertisements appear, but cautioned that the full boycott employed by some of the world’s leading brands was not in their best interest.