Info Invasion Begs Interpretation
For television research, think of this as the best and worst of times. Never has more information been available at such a granular level, allowing networks and marketers to slice and dice demographics, tastes and preferences.
Yet given the rapidly shifting nature of media consumption and habits, this flood of data threatens to be more confounding than clarifying — especially with the audience being divided and subdivided as never before.
Marketing and ratings gurus have new methods of contacting subjects and amassing data. Such breakthroughs, however, create their own new pressures and headaches, and the vast amounts of feedback raise questions as to how representative much of it is.
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