Real insights - navigating the media world with consumer-centric research

What kind of research is suitable for collecting real insights about media usage in the changing media world? The 'Day in the Life' approach is helpful to track communication behaviour in the daily life of media users.

Real insights – navigating the media world with consumer centric research

Dirk EngelUniversal McCann, Germany

INTRODUCTION THE MEDIA WORLD IS CHANGING FASTER THAN THE RESEARCH WORLD

There is a certain feeling of insecurity in the modern marketing world....

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