Real insights – navigating the media world with consumer centric research
Dirk EngelUniversal McCann, Germany
INTRODUCTION THE MEDIA WORLD IS CHANGING FASTER THAN THE RESEARCH WORLD
There is a certain feeling of insecurity in the modern marketing world. On the one hand media technology is developing fast, leading to an increase in communication opportunities. There is a broad variety of advertising media as well as below the line communication channels and this leads to new forms of media usage behaviour – from strict ad avoidance to creating consumer generated content. People have created certain patterns to cope with the...