Does our trading currency work in a media-neutral world?
Most audience measurement systems were designed to measure usage of a single medium. Our client was the committee formed from key industry figures, running one such survey – who were keen to ensure their product was developing in line with customer needs, as well as fulfilling the (not always aligned!) objectives of their members. Ocean undertook a major consultation exercise across the key constituent groups, as well as a study to analyse and understand usage, and to map out the survey’s position in its ‘competitive’ environment against the growing number of media information sources. Our recommendations were radical, but enthusiastically adopted.
