The future for media research

The market research industry is facing substantial challenges, as media use changes, digital becomes increasingly important, and consumers take control of the research process.

The future for media research

Neil Mortensen OPera

I always remember one of the first and most important lessons I was ever taught in research. At the start of my career I received an unexpected lecture from one of the company’s TV sales directors. In essence, he told me that my research wasn’t giving him the “answers I need to successfully do my job”. I explained that we were perhaps expecting too much from the numbers and tried to outline what we could and couldn't achieve with the research tools...

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