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.
The objective of TV and Radio Audience Measurement is relatively simple; it’s about counting how many viewers or listeners there are, to which channels or programmes, and knowing who these people are. We don’t need to understand motivations or mood-states. Measurement with zero impact on participant behaviour should always be our goal and should be more achievable than in other areas of media and market research.