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It is often cited by ad practitioners that market research holds back the ad industry by designing inappropriate and insensitive research techniques, having the result of making advertisers more conservative and risk averse. The charge is that advertising becomes formulaic and is not able to break new ground. This session will present the case for both sides in this ongoing debate, using some specific examples of campaigns in Vietnam.

Does Market Research Kill Ad Creativity?

It is often cited by ad practitioners that market research holds back the ad industry by designing inappropriate and insensitive research techniques, having the result of making advertisers more conservative and risk averse. The charge is that advertising becomes formulaic and is not able to break new ground. This session will present the case for both sides in this ongoing debate, using some specific examples of campaigns in Vietnam.

Phil

Phil Worthington
Managing Director
Millward Brown Vietnam

Phil Worthington is the Managing Director of Millward Brown Vietnam, responsible for overseeing the expansion of the Millward Brown brand in Vietnam.

Phil is one of the most experienced authorities on the development of brands in Vietnam, having worked in the market research industry here since 1994. His particular area of focus is on understanding brands and communication impact.

Interspersed with his time in Vietnam, Phil has also worked for market research companies in Myanmar (1997), the UK (1999-2001) and Thailand (2004-2007) and has a keen understanding of marketing in Southeast Asia. He is a key speaker at brand and marketing events in Vietnam and overseas.

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