What Next For Media Research?
Sue ElmsCarat
This article summarises the current state of play in the media research world, as diagnosed at the Admap Media Research Conference of June 2002. While it refers primarily and in detail to the UK scene, the implications are universal.
Unfortunately, delegates looking for substantial innovation and momentum in our industry surveys were disappointed. More unfortunately, the advertiser delegates I spoke to are convinced that we all either adopt the 'three monkeys' approach to progress, or else too greedily protect our own private breakthroughs.
If the industry moves at a multilateral...