The Future of Multimedia Research 

Gerhard Franz
MM & K Research and Consulting

INTRODUCTION

This paper was inspired by 25 leading media experts from France, Germany and Switzerland, who were interviewed by the author on media planning issues. The project was encouraged and financed by the German Arbeitsgemeinschaft MediaAnalyse AG.MA (Franz 1999). The primary objective of the project was to capture the advertising industry's assessment of the practical use of a central multimedia study for planning and budgeting. Besides many stimulating details, the most important result was that the expert survey made parts of a future research system visible. In this article these parts are collected and integrated in a systematic approach, which tries to do justice to both the practical and the research issues.

THE MEDIA REVOLUTION GOES ON