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Insights Chats 14 with Graeme Griffiths MIPA was great as expected. We chatted all about media research and measurements. Here are a couple of my notes.🚶🏼
- Interviewing in person is a great ground for becoming a researcher.
- We need to be mindful that online research has its own biases.
- It’s hard to measure a media by using other media (e.g., online panels to measure newspapers).
- Face-to-face research is still heavily used in audience measurement currencies and social government research.
- Audience measurement currencies are key to understanding different media channels, and JICs (Joint Industry Committees) are there to oversee the currencies.
- Have a hybrid approach in using different methodologies based on the goals of the research.
Check the full episode here. 👇🏻