Passive Simplicity - The Future for TV & Radio Audience Measurement
In the field of audience measurement, the greatest understanding comes from observations which have the least impact on behaviour.
At Ipsos we call this Passive Simplicity, by which we mean that the simplest and most natural research, yields the most accurate findings.
This paper explores the opportunities for evolving these systems towards better measurements for the future, to ensure that we achieve the greatest understanding of the audience, with the least intrusive approach, while maintaining the focus on high quality, representative and equitable datasets.
