The changing role of media researchers

What new skills will media researchers need in the future? Are researchers and data scientists speaking the same language – and how are media agencies helping to bridge the gap?

These were some of the questions that panellists debated at the Future of Media Research conference this week, which examined an evolving discipline that helps to underpin the entire media business.

If anyone is well-placed to answer these question, it’s OMD’s head of insight, Sarah Gale, who has spent the last 20 years working in research and insight.

In the short video interview above, Gale discusses how things have changed over the last two decades – and what the next five years might bring.