Relevance of the strategic planner's role in advertising research

Consumer research has been an essential point of the planner's role since the birth of Account Planning in 1968. Overall, it can be found that in the discipline's origin, the relevance of the qualitative research techniques is a truthful source that enables to have a depth understanding for the consumer to develop communication campaigns that have to be effective, relevant and distinctive. Due to the current repercussion of deep consumer knowledge, firstly this article has the aim to do a bibliographic review through the roles that traditionally the planner has acquired related to research. Secondly, the situation of strategic planning in Spain it will be studied thanks to an empirical analysis. The article finishes with some details of the relevant role that the planner will have in a near future at the Big Data environment.