What role should research play during an economic crisis?
The aim of this paper is to indicate a path different from that shown in previous studies done on the economic slowdown, taking into account the real changes which have occurred in the field of advertising research, and notably in the relationship between agency and advertiser. Our methodology consists of an analysis of the current situation, complemented by an exploratory study conducted through in-depth interviews with a sample of experts, i.e. professional researchers: fifteen employed by advertisers, and eight by advertising agencies. They were chosen from certain sectors affected by the crisis, such as paper products, foods and household equipment, or from sectors, such as banking, whose advertising budgets are tied to "hot" products.
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