Ten big challenges for market research in cross-media measurement

This event report looks at the major challenges facing the market research industry as regards data collection and analysis in a fast-changing media landscape.

Ten big challenges for market research in cross-media measurement

Emily BarleyWarc

"The whole future of the media industry depends on one question: what children do now – are they doing that because they're children and are they going to have 'normal' media habits when they grow up?" Richard Marks, owner of Research The Media, told the audience of an ESOMAR multi-platform media seminar held in Amsterdam in June 2015.

"Clearly they are obsessed with YouTubers and new media", said Marks, but "the trouble is, the hardest thing in market research is to predict what people are going to...

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