Kara Manatt, Vice President Consumer Research Strategy for IPG Media Lab, is in the epicenter of advertising receptivity research at the agency. Her department, which is the creative technology arm of IPG Mediabrands, conducted research for 74 brands globally, representing over 20 studies and covering 749,000-plus interviews. “I fell into research,” she confides. “It was not part of my career plan.” But one of her professors encouraged her to go to graduate school where she attained a Masters in Social Psychology and from there, she says, “research was a natural fit.” In this interview, Kara talks about her work at IPG, the surprising results of some recent research studies and insights regarding viewability.
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