Real insights - navigating the media world with consumer-centric research

Dirk Engel

What kind of research is suitable for collecting real insights about media usage in the changing media world? The 'Day in the Life' approach is helpful to track communication behaviour in the daily life of media users.

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...

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