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 TrustThe pillars of Audience Measurement
Leendert van Meerem, Consultant for GfK Audience Measurement
Pamro Conference August 2013, Madagascar
Any media and advertising economy needs Media Currencies.
No advertising trading without ratings.
How many people watched read or listened.
Three signatures saying: We trust the outcomes of this research.
The sample size and structure
The field work
The speed of reporting
The user friendliness of the reporting
The Backsideof Quality
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.
Experts quarrelling openly about details that have minimal effect on the outcome.
Public interpretations of details
The market thinks that the whole research stinks.
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
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.
When “ old fashioned western” sampling is impossible, than transparency becomes more important.
Fieldwork needs more creative thinking than is needed with organized street-plans and telephone directories in Europe or US.
When a questionnaire is faced with language and or reading problems, sometimes (push button) technology is a solution.
When (Smart) phones are becoming the common communication device …?
The best way is to be transparent about the decisions made
You cannot cover all
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
Transparency makes the market accept less qualitative, but affordable research methods.
Consultant for GfK Audience Measurement
Leendert van Meerem
+31 653 748 032
Regional Lead Audience Measurement CEE-META
Dr. Tomas Krasny
GfK South Africa
Kildrummy Office Park | 1st Floor Dalmore Bldg | CnrWitkoppen Rd & Umhlanga Ave, Paulshof
Johannesburg, 2056 | SOUTH AFRICA