Media research: Analysis, interpretation

 

William Landell Mills, head of qualitative research at arnold&bolinbroke, thinks that most research undervalues, and even ignores, what people actually say. He argues that the words people use when de ...

Steve Williams, who runs Stratosphere, a strategic planning and research consultancy, muses on what consumers can tell us and what they cannot. He explains that consumers do not always know (or are un ...

Michael Lieberman, founder and president of Mutivariate Solutions, explains some of the most popular uses for the statistical optimisation tool - 'Totally Unduplicated Reach and Frequency' (TURF) anal ...

A warning, especially to media buyers, against misunderstanding research data. Apparent movements are often explained purely by sampling error. The smaller the sample, the vaguer the picture; frequent ...