‘Future Of Media Research’ Seminar Looks At Changes Facing The Industry

One of the biggest themes to come out of yesterday’s MediaTel Group seminar on the ‘Future of Media Research’ was the move from traditional methods of working to collecting data direct from consumers.

Speaking at the morning session, panellist Martin Hayward, director of consumer strategy and futures at dunnhumby, said that in the long term we will not need to carry out surveys and spend time assembling panels, as data will be automatically available.

He spoke about the wealth of information his company collects worldwide from millions of consumers from mechanics such as the Tesco Clubcard, adding that this could be just the beginning, with consumers already leaving a large data trail behind them, for example when they are seen on cameras and when they use credit cards.

Hayward also made it clear that he feels the “current level of focus is wrong” in the industry, with too much time being spent making minor changes at the expense of looking at the big picture.

Fellow panellist Chris Mundy, managing director of Clearcast and former head of audiences at the BBC, said that there is a vested interest in keeping current models as they are a source of revenue to those involved.

Hayward agreed, saying “agencies have a lot of interest in maintaining the status quo.”

He added that, although the “smokescreen is starting to clear…I’m not sure there’s a massive will to have true transparency”.

MediaTel Group: 0207 439 7575 www.mediatelgroup.co.uk