Are traditional research studies a thing of the past? Maybe not, but a top research buyer for Procter & Gamble Co.  says that research will change dramatically in the next few years because of the advancements in social media.

According to an article this morning in AdAge, marketing firms will have to find new ways to monitor and listen to their customers – thanks to social media. This may not mean the replacement of research, but the days of researchers sticking dogmatically to their numbers in the corner office of marketing companies may be finally coming to an end.

With social media research, testing and customer feedback is no longer a report on the shelf or a presentation in a marketing meeting.  It lives in front of everyone, every second of the day. To read more, visit AdAge.