Multimodal Research: A Saatchi and Saatchi Case Study

At The Market Research Event 2010, IIR's Marc Dresner conducted a series of brief onsite interviews with many of the speakers to dive deeper into their presentations and thoughts on the current state of market research.

This week, we feature Johanna Skilling, EVP, Director of Strategic Planning, Saatchi & Saatchi Wellness. Skilling discusses how Saatchi was able to incorporate social media alongside more conventional modalities in the second iteration their annual 'Wellness' survey effectively and inexpensively. Watch the interview here:

Join the conversation! What do you think of multi-modal research? And is social media an option researchers should consider in a tracking study?

For more information on The Market Research Event, visit the TMRE Information Page here.