Moving offline to online: why one commercial broadcaster wouldn’t look back

This paper, by Simon Scholes, ITV, and Christine Connor, GfK NOP Media, details how the establishment of a new, online audience appreciation panel for ITV has changed the nature of the research process throughout the organisation.

Moving offline to online: the reasons why one commercial broadcaster wouldn't look back

Christine ConnorGfK NOP Media, United Kingdom

Simon ScholesProduction Research & Insight, ITV, United Kingdom


You can't do today's job with yesterday's methods and be in business tomorrow” (Anonymous)

In today's business environment, decisions are made in days rather than weeks. Conventional research methods often find it hard to keep pace with business demands, with judgements often made before final research data is available. This is particularly true in the television arena, and even more so in the current advertising climate.



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