Fredericks predicts: 10 changes coming your way, according to TNS

Top 10 lists are often associated with something funny, but a list of the top ten predictions in media and marketing research delivered this afternoon by Steven Fredericks, CEO of TNS Media Intelligence, was quite a sobering opening to a panel session on advertising in the digital age.

Steven Fredericks: the TNS Media Intelligence CEO unveils his vision of advertising's future to Re:think delegates (picture: Doug Goodman)

Fredericks, who also happens to be the author of the recently released book, “StrADegy: Advertising In The Digital Age,” painted the media and marketing research industry as being at a crossroads with three paths ahead of it.

There's a "conservative path" which assumes “no new medium has wiped out the one before it” and that nothing much is likely to change. Then there's an "in-between path". Finally, there's a third path that Fredericks calls a “digital dream” in