The Association for Qualitative Research
The Hub of Qualitative Thinking

Account Planning

This describes the function within advertising agencies in which all kinds of research relevant to clients' businesses is synthesised, and in which strategic planning is coordinated. It emerged in the UK in the 1980's and significantly developed the role of what had previously been market research or market information departments. The account planner in an advertising agency will often be the primary point of contact for qualitative research suppliers dealing with the agency.

Synonyms, Acronyms and Abbreviations

  • Planning

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