Quality transparency and trust the pillars of audience measurement
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Quality, Transparency and Trust The pillars of Audience Measurement . Leendert van Meerem, Consultant for GfK Audience Measurement Pamro Conference August 2013, Madagascar. Media currency measurement . Any media and advertising economy needs Media Currencies.

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Quality transparency and trust the pillars of audience measurement

Quality, Transparency and TrustThe pillars of Audience Measurement

Leendert van Meerem, Consultant for GfK Audience Measurement

Pamro Conference August 2013, Madagascar


Media currency measurement

Media currency measurement

Any media and advertising economy needs Media Currencies.

No advertising trading without ratings.

How many people watched read or listened.


The three pillars

The Three Pillars

Audience Measurement

Quality

Transparency

Trust


The three pillars1

The Three Pillars

Trust

Quality

Transparency


Joint industry committees

Joint Industry Committees

  • JIC builds Trust

Advertisers

Media Agencies

Media Owners

Three signatures saying: We trust the outcomes of this research.


Quality in audience measurement

Quality in Audience Measurement

The sample size and structure

The field work

The questioning

The technology

The speed of reporting

The user friendliness of the reporting


Quality in audience measurement1

Quality in Audience Measurement

The Backsideof Quality


Quality transparency and trust the pillars of audience measurement

COSTS


Transparency

Transparency

Transparency is a condition for trust in a currency.

Black Boxes only carry the trust of the research brand.

JIC’s with Technical Committees are

“guarantee” for transparency.

Transparency forces experts to speak in understandable language.


Transparency1

Transparency

The BacksideofTransparency


Quality transparency and trust the pillars of audience measurement

Experts quarrelling openly about details that have minimal effect on the outcome.

       Public interpretations of details

The market thinks that the whole research stinks.


Positive issues of trust

Positive issuesof Trust

Confidence is key

Blind faith in that research company

They are the experts, so I believe them

Confidence that the research is done by honest people

They have taken measures against fraud

I believe the ratings

Even if I don’t believe them, this is the currency


Positive issues of trust1

Positive issuesof Trust

  • Trust arrives on foot and leaves on horseback


Quality transparency and trust the pillars of audience measurement

The moment trust is gone we have a problem.

Sometimes when rumors go around that some parts of the market have lost trust in the currency the problems are there.


Audience measurement in africa

Audience Measurement in Africa

When “ old fashioned western” sampling is impossible, than transparency becomes more important.

a

Fieldwork needs more creative thinking than is needed with organized street-plans and telephone directories in Europe or US. 

b

When a questionnaire is faced with language and or reading problems, sometimes (push button) technology is a solution.

c

When (Smart) phones are becoming the common communication device …?

d


Sampling and field work in africa

Sampling and field work in Africa

The best way is to be transparent about the decisions made

You cannot cover all

demographic categories


Technology can help

Technology canhelp

Cheap and simple meters are usable in households no matter what language

Pushing a button does not need much instruction

Smart phones are excellent data communicators

Available data, big or small can help on all levels


Quality transparency and trust the pillars of audience measurement

Transparency makes the market accept less qualitative, but affordable research methods.


Gfk in africa

GfK in Africa

  • GfK has a lot of experience in building trust, in transparency and in quality.

  • GfK Audience Measurement is at home in the US, In Europe, in Australia, and in many other countries all over the world.

  • GfK Audience Measurement is ready for Africa with quality, transparency and trust.

Audience Measurement

Quality

Trans-parency

Trust


Contact

Contact

Consultant for GfK Audience Measurement

Leendert van Meerem

[email protected]

+31 653 748 032

www.lvmr.nl

Regional Lead Audience Measurement CEE-META

Dr. Tomas Krasny

[email protected]

+43171710130

GfK South Africa

Kildrummy Office Park | 1st Floor Dalmore Bldg | CnrWitkoppen Rd & Umhlanga Ave, Paulshof

Johannesburg, 2056 | SOUTH AFRICA

  • [email protected]


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