Pushing the envelope – studying consumers’ interaction with new media

The marketing industry has reached a point where traditional research practices are being challenged.

Pushing the envelope – studying consumers' interaction with new media

Beth UyencoMicrosoft Advertiser and Publisher Solutions, United States


A major stress point for media researchers today is the inadequacy of established approaches in generating insights for the planning and buying of new and emerging ad media. On one hand we are constantly pushed towards sample-based, quantitative methods for they are often deemed as more rigorous. However, they often fall short in providing rich context that explains motives and attitudes driving new media use – particularly when such use must be related to the interactions with a product. On...

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