Future of Media Research: Data v research

What is the difference between research and data? That was the opening question put to panellists by Torin Douglas at MediaTel Group’s Future of Media Research event on Friday.

Jim Kite, strategic development director at Starcom MediaVest Group (pictured), explained that research is going through a “tremendous change” at the moment, which has seen data come into the limelight. Kite talked of the different tools available to the industry now, in terms of analysing data (and collecting data) but emphasised the importance of research and data working together.

“Research teams can analyse data and give context, which allows you to look at the whole picture,” he said. “Bringing the two together has given us the complete story. It is not an either or – and skill sets might be very different but need to work together.”

John Carroll, senior director at Ipsos MediaCT, echoed Kite’s thoughts and said there is a growing trend to focus on data which has not come from research – something which he believes is “quite worrying”. Carroll talked about the importance of “policing data” – making sure researchers check the quality of the numbers. “The focus has been on data, not research… but research is vital,” he added.

Meanwhile, Sarah Messer, head of commercial research & insight at ITV, explained how data and research has “come together” at the commercial broadcaster. “Research and data make each other measurably better. Research without data is incomplete. Data without research is just numbers.”

Messer said the industry has a “challenge to make sure data and research work together”, though she also thinks at some point in the future research and data roles could be combined.

The panellists were in agreement on this subject – with James Smythe, owner of Culture of Insight, sharing concerns that clients regard data as evidence, simply focusing on the outcome. Whereas researchers look at the whole process, in his view. “It is critical that there is a bullshit filter, which researchers are very good at,” he said.

Meanwhile, Chris Worrell, recently promoted to European research director at Specific Media, said that researchers have become more valuable in the digital world because of the sheer volume of data available. He also talked of the shift in power because everyone can access data now – “which has a real impact on how businesses operate”.

At the moment, data is seen as the solution to everything, agreed Kite. Data is giving the answer, especially on response-led campaigns. Data is the measure, while research predicts outcomes. And, as Kite pointed out, lots of people believe data is the future. “Data will give you information that you didn’t have before but you need the smart researchers to analyse it and give you the ‘why’… it is important for looking at consumers’ behaviour and the full picture,” he said.

Kite also explained that the media research industry is “waiting for a big shift – measured on outcomes (difficult to do with research but one day there may be a data solution that can do this)”. He believes data-matching (not research) will be able to merge what people are viewing and what they are buying, for example. “Real time ROI will change everything,” Kite said.