Back to the Fundamentals of Media Research in a New Fast Changing World

Dina Raimondi
The Media Partnership Research, France.

 

INTRODUCTION

Almost everything is changing, except the philosophy of media research and the expectation of its users a help for qualitative and quantitative optimisation of the transmission of advertising messages.

Changes in media research in the past ten years

The present situation shows changes in four main aspects: abundance of data and processing supplies; speeding up of mutations and acceleration of trends; dispersion of practices and explosion of rules; and inter-penetration between disciplines.

Abundance of data and processing supplies

We live in a period of great variety of research on all media and niche populations as more and more national and international media surveys are available on audience and consumption.