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Quality, Transparency and Trust The pillars of Audience Measurement

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

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  1. Quality, Transparency and TrustThe pillars of Audience Measurement Leendert van Meerem, Consultant for GfK Audience Measurement Pamro Conference August 2013, Madagascar

  2. Media currency measurement Any media and advertising economy needs Media Currencies. No advertising trading without ratings. How many people watched read or listened.

  3. The Three Pillars Audience Measurement Quality Transparency Trust

  4. The Three Pillars Trust Quality Transparency

  5. Joint Industry Committees • JIC builds Trust Advertisers Media Agencies Media Owners Three signatures saying: We trust the outcomes of this research.

  6. 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

  7. Quality in Audience Measurement The Backsideof Quality

  8. COSTS

  9. 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.

  10. Transparency The BacksideofTransparency

  11. Experts quarrelling openly about details that have minimal effect on the outcome.        Public interpretations of details The market thinks that the whole research stinks.

  12. 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

  13. Positive issuesof Trust • Trust arrives on foot and leaves on horseback

  14. 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.

  15. 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

  16. Sampling and field work in Africa The best way is to be transparent about the decisions made You cannot cover all demographic categories

  17. 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

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

  19. 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

  20. Contact Consultant for GfK Audience Measurement Leendert van Meerem Leendert@lvmr.nl +31 653 748 032 www.lvmr.nl Regional Lead Audience Measurement CEE-META Dr. Tomas Krasny Tomas.Krasny@gfk.com +43171710130 GfK South Africa Kildrummy Office Park | 1st Floor Dalmore Bldg | CnrWitkoppen Rd & Umhlanga Ave, Paulshof Johannesburg, 2056 | SOUTH AFRICA • za@gfk.com

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