Media research: History, status, future

 

'Everyone is going to be talking touchpoints as the year progresses.' This was Mark Ritson's prediction in the first edition of Marketing Magazine in 2007. But how is this new focus going to affect th ...

Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behavi ...

For years there has been talk of convergence flying around the MR industry, and this has extended to institutions such as the BBC, which is trying to focus on multi-platform content creation that brin ...

The impact of fragmentation is a universal feature of the modern world, limited not only to the media, as some market researchers appear to believe, nor even to the range of goods and services availab ...

In this introduction to Admap's focus on media research, Roderick White ponders the changing and increasing complex world of media planning (now appropriately renamed channel or communication planning ...

In his regular report of the US media scene, Joe Mandese looks at the work of the Center for Media Design at Ball State University in Muncie, Indiana, and their predictions for the future of media bas ...

Dr Roberta McConochie, a director of Arbitron Inc, argues that current media measurement methods are failing to cope with declining consumer cooperation, conservative media owners (still preferring tr ...

Sheila Byfield, global director of consumer insight for MindShare, describes some of the dynamic changes (and dubious predictions) of the last 20 years. These are resulting in a consumer who is less p ...

In this paper the authors would like to produce some ideas on improving the impact of qualitative research. By impact we mean a positive influence on the decision-making process and on the decision-ma ...

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view. Using the Account Planning Group’s book ‘The ...

Peter Masson, a partner at Bucknull & Masson International Media & Research, and Sue Elms, managing director of Carat Insight UK, each provide a personal view on the current state, and future, of mul ...

Andrew Green, of billets connections, looks at the fundamentals of TV audience research and outlines four ways to make it more relevant to efficient planning. He starts by explaining the new ARF medi ...

The author recently conducted an online survey to better understand the views of U.S. and U.K. media and marketing research professionals as they relate to the quality and salience of research resourc ...

Summary of the papers given at the International Media Research Society's seminar in Bordeaux, September 2002. Main conclusions: 1) ad revenues are declining and media owners are ill-equipped to react ...

Paper (in summary) given at the International Media Research Society's seminar in Bordeaux, September 2002. New media, especially the Internet, have created new expectations of media accountability (c ...

Paper given at the International Media Research Society's seminar in Bordeaux, September 2002. Discusses the present and future of media research, and complains of a lack of new ideas. Changes such as ...

Paper given at the International Media Research Society's seminar in Bordeaux, September 2002. Discusses the present and future of media research, and complains of a lack of new ideas. Changes such as ...

Paper given at the International Media Research Society's seminar in Bordeaux, September 2002. Results from a survey among 31 media research users (presumably attenders at the conference: 8 were `user ...

This advertiser, from the Campbell Soup Company, peers into his crystal ball and considers long-term and shorter-term futures for advertisers, agencies, media buyers and researchers.

This paper sets out to review a number of important issues in advertising and media in Asia. The introduction is taken up with describing some changes in marketing and advertising practise in Asia ove ...

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies, speeding up of mutations and acceleration of trends, dispersion of practices and ...

Keynote speech by Sir Martin Sorrell of WPP about the current status and future of market research. Key trends affecting the industry: growth in globalisation (driven by the need for growth), importan ...

Rather than making the simplistic assumption that research is always passive and merely adapts to change, the reality of media research today is that there is an extreme interdependency between media ...

The JIC system of audience research must adapt in the face of expanding media choice and audience fragmentation, but the author argues that the system fails to instigate change fast enough, and often ...

This paper considers how media research should develop in the context of the changes affecting the main media. It describes these changes and highlights the limitations of the existing monolithic med ...

This paper considers the changes that are taking place in the media scene across Europe, but argues that little change has taken place as far as media research is concerned. Little has been done to i ...

This paper is divided into 4 parts. The first part describes the changes that are taking place in the organisational structure of companies operating across Europe. These changes give rise to the ce ...

This paper makes a number of predictions about the way in which the European media scene is likely to develop in the 1990's and infers from these predictions the nature of the challenges for media res ...

Media specialists and clubs are increasing their share of TV buying all over Europe, and having to invest increasingly in research and development to combat serious problems with the research data; th ...

The author reviews the differences in research methods, for each main medium, which inhibit comparability across countries, and suggests various ways in which these might be overcome. Differences in c ...