我們正在進入閱聽眾測量（Audience Measurement）的第五個時代。為適應瞬息萬變的媒體環境，測量方式正重新地被校準，全面理解受眾的需求也達到高峰。同時，在這個時代，比起技術上的障礙，經濟與政治更是阻礙進步的因素。 We are entering the Fifth Age of Audience Measurement. It is an age where methodologies are being re-calibrated in response to a fast-changing media environment and where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.
網路廣告的存在，本應是要為了消費者與廣告主的共同利益，向消費者放送他們有興趣的廣告，並且更即時、更精準地與目標族群溝通。人們應該只暴露在與他們興趣相符的廣告之下，而且是在他們最願意接收廣告的時刻。而廣告主應該會減少浪費，透過精準地瞄準受眾和個人化的訊息投放超高效率的廣告。 The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers. People would only be exposed to ads appropriate to their desires and at the moments when they were most receptive, while advertisers would cut waste and deliver hyper-efficient campaigns through laser-guided audience targeting and personalised messages.
面對它風靡市場的情勢，大一點的品牌迅速反應，收購較小的啤酒製造商，然後發行自己的「手工」產品。較小的製造商因此開始質疑，如果大品牌有能力生產「手工」啤酒，那「手工」啤酒到底是什麼？它對整個產業的意義又是什麼？Bigger brands are reacting swiftly, buying up smaller breweries and launching their own ‘craft’ products. But it’s driving smaller producers to question; if large brands have the capability to create ‘craft’ beer, what actually is ‘craft’ beer, and what does this mean for the industry as a whole?
拜倫．夏普（Byron Sharp）特別主張影響品牌成功的關鍵是市場滲透成長，而非品牌忠誠。雖然他的建議聚焦在如何讓既有品牌成長，但行銷人應該要想想，他的法則是否能應用在新產品開發上？也就是說，行銷人是否能夠利用夏普的法則發行成功的新產品？Byron Sharp asserts that it is penetration growth and not loyalty that is critical to brand success. While Sharp’s advice focuses on how to grow existing brands, marketers should be asking if his principles apply to new product development as well. In other words, can marketers use Sharp’s principles to help them launch successful innovations?
台灣許多服務業已進行多年的顧客滿意度研究，每年都會針對過去一年曾經有交易或有互動的顧客抽查數千份樣本，進行長達30分鐘的電話訪問。然而，這種傳統調查方式逐漸引發企業內部許多質疑的聲音。 Many enterprises in Taiwan have conducted years of research on customer satisfaction. Every year, thousands of customers with an interaction in the past one year are sampled to conduct an around 30-minute telephone interview. However, this kind of traditional survey method has gradually raised skeptical voices within enterprises.