Insights factory, GMI
The first presentation was from software/sample company GMI. Currently, the MR industry is used to stand-alone surveys that are done, shelved, forgotten. GMI believes that there is too much data, with too little relevance. On the other hand, there is a thirst for more information from end clients. GMI proposes a tool to organize all the data companies collect from different platforms.
The push towards passive measurement of media
Jay Mattlin from MRI explains that this discipline is surging because of the problems related to self-reported data (respondents’ memories, respondent bias…). For a long time, only TV could be measured passively until the appearance of the Internet. The paper focuses on 2 devices, the Eurisko media monitor and MediaWatch. EMM is a device that records sounds to measure exposure to radio and TV with a sound-matching mechanisme and looks like a small device. The mediaWatch records 4 seconds of sound every 15 seconds and has all the features of a normal watch. It works the same way as the EMM.
Two people from Arbitron and VNU present the PPM and Homescan devices used to recrod TV/radio and purchases.
Although I like the idea of passive measurement, the devices presented are all rather big and inconvenient, so it’s hard to really call them passive. Of course, there is no passive measurement for the press yet. At best, panellists have to scan the magazine/newspaper they read…
The third presentation (Ipsos - the Media Audit) is about a slightly more convenient methodology: no additional device, but a software to download on a smart phone. That way, there is no additional device needed, and no need to invest in hardware. The only issue is the adoption of smart phones, which only account for 7% of the US market at the moment.
No panel member mentioned the new initiative by Google to launch a similar program to record TV viewership using laptops.
Overall, I have the feeling that all those systems have the same issue: the need to recruit a (very) large sample of respondents to measure a highly fragmented and ever-changing media landscape. This is definitely better than a diary, but still far from the richness/granularity of what web analytic tools can afford to websites.
Tags: insights,
insights 2.0, insights2.0, market research, casro, passive measurement,audience measurement,eurisko,mediawatch,vnu, arbitron, appolo, ipsos, media audit
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