Real insights – navigating the media world with consumer centric research

Dirk Engel
Universal 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 flood of messages and information, which are not yet fully understood. As a result, many marketing experts ask one question with anxiety: Is our repertoire of communications measures able to face upcoming challenges? Do we reach our target audience? Do we really exploit all chances to communicate with our customers? Are we still ahead of the game?