Economic downturn could see greater innovation in media research

The economic downturn could provide an opportunity for innovative research practices to come to the fore, according to the panel at the latest MediaTel Group seminar on the ‘Future of Media Research’.

Speaking at this morning’s event, panellist Sheila Byfield, leader, business planning at Mindshare Worldwide, said: “At the danger of being shot, recessions are quite useful in the research business… They encourage innovation instead of always having to ask ‘so what?'”

She added that it was vital for media researchers to take a more holistic approach to their work. “We’ve got to become more consumer centric – we have got to get out of the silo way of looking at things,” she said.

The panel agreed that because they are being forced to cut costs in some areas, innovation and new ways of thinking are paramount.

Panellist Jennie Beck, global director at Kantar Media, emphasised this point. “Paraphrasing Ernest Rutherford, we haven’t got any money, so we’ll just have to think,” she said.

Thinkbox research and strategy director David Brennan added that in the current climate, “researchers are going to have to think about taking risks in order to get things right”.

Looking ahead, Beck said that although minds are currently focused on the situation at hand, “the most important thing is that we have to keep an eye on the future”, ensuring that important relationships are still strong when the economy returns to health.

And with many now feeling the pinch, David Fletcher, head of MEC MediaLab, Mediaedge:CIA, pointed out that there is a lot of pressure on keeping a client’s attention. He sounded a discreet note of warning: “Unless we can tell something in a compelling fashion, it doesn’t matter how true it is.”