23% view research projects as ‘sales tools’ and 19% call it ‘largely useless’ Commercial research covers all research activities directly or indirectly funded by for-profit organisations such as adtech companies, industry associations and media sellers and buyers. More than half of industry professionals surveyed cited the influence of the sales agenda of the company owning the research to be the biggest obstacle when it comes to producing good research. Research Now SSI was commissioned by Inskin Media to understand the attitudes of advertising and media professionals towards the quality of commercial research studies produced on online advertising. Source: http://www.marketing-interactive.com/about-23-of-industry-professionals-view-research-projects-as-sales-tools/ Share It! Share on Facebook Share Share on TwitterTweet Share on LinkedIn Share Send email Mail No related summaries.