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...