Message to researchers: Fewer numbers, more stories

01/28/2009 | Advertising Age (tiered subscription model)

Kim Dedeker, market research VP for Procter & Gamble Co., believes that consumer insights should be gleaned by listening using such means as social media tools, as opposed to pure number-crunching. Dedeker said, "We're so focused on initiative qualification scores, on the check box that comes with the survey and feeding the metrics monster within our companies."

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