Will survey research survive the digital age?

Andrew Green

Media depends upon audience surveys to quantify the 'value' of advertising time and space. While each medium has its own specific approach to audience measurement, all are based on surveys, though the actual techniques vary from peoplemeters to one-to-one interviews.

Will survey research survive the digital age?

Andrew GreenZenithOptimedia

BACKGROUND

The media business is built on the back of audience surveys. Buyers and sellers depend on the results of this research to quantify the value of media time and space.

Although each medium has adopted its own particular approach to audience measurement (with variations in individual countries), all are rooted in survey research, including peoplemeters and diaries for television and radio, face-to-face and telephone surveys for print media and panels of internet users for measuring web usage.

THE ISSUE

Three challenges present themselves:

  1. Survey research is suffering a precipitous...

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