Media research: Planning for context
Mike K Bloxham and Alice K SylvesterMedia Behaviour Institute
The setting – place, time, mood, shared company – greatly impacts on how the message is received, or not; so understanding the context of media consumption is vital in maximising the brand moment.
The evermore diverse array of consumer media choices and device functionality has been well-documented, as have the various challenges they present to conventional currency-based media measurement constructs. However, the patterns of behaviour that emerge as a consequence of the technological changes require a more nuanced understanding of how people live, and the...