Here is a link to my December column for Mediatel’s Newsline. The origins of the article are two-fold. The first is a recent debate I attended at the Houses of Parliament, in which the motion was ‘Big Data has made market research redundant’. The second is, coincidentally, a paper I was working on for the MRG Conference about the future of the media research agencies specifically (see my blog here).
In this article I place an emphasis on the need for media research to address its skills gap in terms of talent, and also to evangelise about the benefits of research itself.
Have a lovely Christmas and a fruitful 2014. I hope your New Year Resolutions come true!