Ahead of the MRG International Conference in Berlin this week, Route’s MD, James Whitmore, asks whether it’s time for the JICs to change.
More Research articles
Standards of measurement as much as technologies seemed to be the challenge for the research bosses at the asi European TV Symposium, as they considered the key requirements for audience measurement across all platforms.
Billy Beane’s baseball strategy and Suárez’s performance at Liverpool throw up some serious questions about the use of data in decision-making, writes Justin Sampson, chief executive of BARB.
Following the publication this week of the latest UK adspend forecasts, Suzy Young, data and journals director at Warc, explains how the forecasts are calculated – and how you can understand them better.
Despite all the talk of engaging multi-screening consumers, the biggest marketing opportunity is targeting those that use different screens at different times exclusively, says Millward Brown’s Martin Ash.
A ‘personal data economy’ could be the greatest enabler of truly relevant, credible and integrated data to emerge from the online world in years; but it could also be its greatest challenge says, David Brennan.
Media research should ditch paper questionnaires and move wholly online, according to Nick Hiddleston, Worldwide Research Director, ZenithOptimedia – but others argue the idea has “significant pitfalls”.
With exam results recently deciding the future of millions of school and college leavers, Kantar Media’s Anna Gunn takes us through the latest TGI findings to examine what is an increasingly complex group of young people – and one who marketers need to handle with care to win the reward of a lifetime of loyalty.
The audience research community has welcomed news that BARB, the official source of television viewing figures in the UK, is to collect census data for TV viewing through all computer devices, including tablets.
Kantar Media’s Alice Dunn this month takes a look at the ‘moving house’ market, and uses the latest TGI study findings to reveal what marketers need to do to effectively target this group in tough economic times.