Roy Morgan Research in Australia was asked to talk about the importance of measurement of media today and into the future. There are moments in any business when massive change occurs, when all the rules of business shift fast, furiously and forever. In the research business, we have all these and more.
Grove points out that, managed wrongly, a strategic inflection point can mean the end of the game.
Managed right, it can turn into a powerful force. Clearly, we all want to manage it right - so I have tried to address the topic of measurement within this new paradigm. First, then, let us look at the issue of media measurement. At Roy Morgan Research, in order to move forward we listen to our clients and look at what s changed and what s still the same. Social changes have also come into play.