However, the coronavirus crisis has forced change upon us in the following ways:
- Face-to-face interviewing is now almost impossible.
- Enforced isolation at home has dramatically changed media audiences.
- New competitive pressures have emerged.
This is not a time to stop measuring. Instead, we should focus on investigating alternative, virus-resistant methods that will allow us to offer insights into when and how media audiences are changing and evolving.
Organisations can take advantage of this opportunity to test new technologies, either to replace or complement survey data. Respondent-free options such as the passive measurement of people and vehicles will useful when it comes to tracking how travel recovers post-lockdown. Additionally, data science capabilities make it possible to get better estimates and plug any gaps in the data.
Audience measurement must continue and adapt throughout times of crisis so that we can better understand what is happening today and be prepared for the ‘new normal’.
Read more in Keeping the Show on the Road.
[WEBINAR] American Family Media Experiences 2020
February 19 - This month we're previewing some of the insights our newest survey revealed: American families are exposed to more and more media choices to build their family lives around. View our on demand webinar featuring new data and evolving trends in the American family’s media experience.
[WEBINAR] Introducing BI-style reporting for Social Media Intelligence
October 8 and 10 - Taking the best-of Business Intelligence (BI) tools, and the best-of Social Media Intelligence, you now have a faster path-to-insights with the new Synthesio reporting experience. Now, you don’t need to be an expert to get expert reporting.