South Africa, Jan. 19 -- With an increased range of disciplines for marketers to take into account, knowing which research firms have the experience you need is vital for getting it right the first time.

In the age of adaptive marketing that enables marketers to personalise not only their messaging but also the precise products and services to be delivered to potential customers, how do you decide what kind of research you need to do before determining the nature of a best-fit campaign?

It all comes down to what you need to know and what your business goals are. Obviously, engaging a research specialist is key - but which one has the experience specific to your client's needs?

The IAS was recently contracted to work with a large organi...