Dorothy White, digital research manager for Procter and Gamble, said that her company realizes the importance the internet has had in the marketing world. Procter and Gamble is in the process of remodeling ads to ensure they connect with the internet market and to create an experience for the consumer. We offer experiences that offer solutions to customers. Because their clients are in the entertainment industry, traditional marketing research isn't a concern. White said that the researchers of the future need to be able to not only zero in on researching markets, but also be aware of the world around them.
People get excited about one or two facets.
What sets you apart is you taking the next step. The importance and recognition of copyright was also stressed as advice to the audience to learn how to do research. Zeff said students in general are having problems with the ease of internet researching.