The increasingly diverse and complex lifestyles of people today, coupled with the expansion of all forms of media communication and advertising delivery platforms, have given us a quality problem.
On one hand, it's great news. It gives us an opportunity to reach audiences efficiently by exploiting media moments and contexts that are most relevant to our communication with our target markets.
On the other hand, it presents us with a real problem. Our current research tools are inadequate in terms of developing an integrated understanding of people's lives, how they spend their time and who they spend it with, what's important to them, what they are sensitive to and how, when and where they can be reached effectively across and through the multitude of media channels now available.