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
INTRODUCTION
“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.
BACKGROUND
In...