AREWEREADYTO CHANGE?
Y
es Iagr
ee t
hat i
nt
he past
decade t
hi
ngs have changed
r
api
dl
yi
nt
he MR i
ndust
r
y–as
now mor
eand mor
ecl
i
ent
sar
e
pr
ef
er
r
i
ng
onl
i
ne
dat
a
col
l
ect
i
on
met
hods
over
t
r
adi
t
i
onalones
.
Ist
i
l
lr
emembergr
owi
ng up i
n
t
he90’
swhent
her
eusedt
obe
j
ust1TV channel
.I
nt
hosedays
we of
t
en encount
er
ed peopl
e
t
aki
ngf
acet
of
acei
nt
er
vi
ewst
o
gat
her opi
ni
ons about our
br
andpr
ef
er
ences.
Today i
n 201
6 Icannot even
guess how many TV channel
s
t
her
e ar
e?(
Iguess400+)and
sur
pr
i
si
ngl
y Ist
i
l
lcome acr
oss
f
i
el
d i
nt
er
vi
ewer
s conduct
i
ng
sur
veys vi
a ol
d t
r
adi
t
i
onal
met
hodol
ogi
es.
I
tget
smei
nt
het
hi
nki
ngmode
–ar
ewet
hemar
ketr
esear
cher
s
st
i
l
lusi
ng ar
chai
c met
hods t
o
col
l
ecti
nf
or
mat
i
on?
When even my 60 year
s ol
d
mot
herhasopenedaFacebook
accountandi
susi
ngWhat
sApp
ext
ensi
vel
y.
I
nawor
l
dwher
econver
sat
i
ons
wi
t
hf
el
l
ow human bei
ng have
shi
f
t
ed t
ot
he di
gi
t
almedi
um
ar
e we t
he mar
ketr
esear
cher
s
usi
ng
t
he
cor
r
ect
met
hodol
ogi
est
o connectwi
t
h
t
henew ageconsumer
s
?
t
her
e ar
e mar
ket r
es
ear
cher
s
who have done commendabl
e
j
obi
nbr
eaki
ngnew f
r
ont
i
er
si
n
i
nnovat
i
on–butt
hei
rnumberi
s
mi
nus
cul
e when compar
ed t
o
what t
he vast maj
or
i
t
y of
i
ns
i
ghtexper
t
sar
edoi
ng.
et
el
yagr
eewi
t
ht
hef
act
Butt
hechanget
oadapti
nt
hi
s Icompl
hat a cons
i
der
abl
e ener
gy
new wor
l
d has been s
l
ow i
n t
needst
obes
pendi
neducat
i
ng
r
ef
er
encet
ot
heMRi
ndust
r
y.
cl
i
ent
st
oacceptchange–buti
t
sst
i
l
lf
arbet
t
ert
han f
aci
ng a
Ther
e ar
e st
i
l
lmany cl
i
ent
sas i
d
i
s
s
a
t
i
s
f
i
e
d
c
l
i
e
n
t
a
t
t
h
e
t
i
me
of
wel
lasmar
ketr
es
ear
cher
swho
hef
i
nalpr
es
ent
at
i
on.
ar
e af
r
ai
dt
o embr
ace change t
whol
ehear
t
edl
y.The ar
gument
i
ncer
el
y hope t
hat our MR
whi
chIhaveof
t
enencount
er
ed Is
ndust
r
y moves i
n symphony
i
st
hat“
t
he cur
r
ents
et
up has i
w
i
t
h
t
h
e
c
u
r
r
e
n
t
t
i
mes
.Fort
he
beengi
vi
ngr
es
ul
t
sf
ort
hepast
ame Ihave cont
r
i
but
ed i
na
50 year
ss
o why s
houl
d we s
s
mal
l way by st
ar
t
i
ng t
hi
s
change?”
magazi
ne
whi
ch
t
ouches
i
ousr
el
evantt
opi
cst
hatwe
My vi
ew i
st
hat40 year
sago var
t
h
e
ma
r
k
e
t
r
e
s
e
a
r
c
h
e
r
s
n
eedt
o
t
her
ewasj
ust1TV channelbut
st
and.Iam conf
i
dentt
hat
t
hewor
l
dwei
nhabi
tt
odayhas under
t
he i
ns
i
ght
f
ulcont
ent of t
hi
s
changeddr
ast
i
cal
l
y.
magazi
ne wi
l
l not onl
y
i
ght
en you buteven i
ns
pi
r
e
I under
st
and t
hat t
he most enl
y
o
u
t
o
b
e
t
h
e
f
l
a
g
b
e
a
r
e
r
o
f
di
f
f
i
cul
tt
hi
ng t
o change i
st
o
accept t
he change and change.
unf
or
t
unat
el
yt
hi
sof
t
enpl
agues
Thewor
l
dwel
i
vei
ni
schangi
ng
t
hemar
ketr
es
ear
chi
ndust
r
y.
ata l
i
ght
ni
ng s
peed –t
he bi
g
q
u
e
s
t
i
o
n
h
e
r
e
i
s
:
A
r
e
we
r
e
a
d
y
We l
i
ve i
n a wor
l
d wher
et
he
ochange?
communi
cat
i
on gap bet
ween t
br
andsandt
hecons
umer
shave
horBi
o:Aks
hay Kanyalhas
s
hor
t
ened cons
i
der
abl
y by t
he Aut
been i
nt
he s
ur
vey r
es
ear
ch
di
gi
t
almedi
um.
i
ndust
r
yf
ormor
et
hanadecade
ed var
i
ous
I
ns
uch a s
cenar
i
oi
f we t
he and has handl
es
pons
i
bi
l
i
t
i
es f
r
om bus
i
nes
s
mar
ket r
es
ear
cher
s don’
t r
d
e
v
e
l
o
p
me
n
t
t
o
p
a
n
e
l
changet
hent
her
ei
saver
yhi
gh
.Hehasl
aunched
pos
s
i
bi
l
i
t
y t
hat i
n comi
ng management
o
n
e
o
f
t
h
e
mo
s
t
p
o
p
u
l
a
rs
ur
vey
decades we wi
l
l become
r
es
ear
ch bl
og “
Onl
i
neMR.
com”
r
edundant
.
andhasbeenhel
pi
ngMRcl
i
ent
s
w
i
t
h
h
i
s
c
o
n
t
e
n
t
ma
r
k
e
t
i
n
g
Now s
ome ofyou may ar
gue
t
i
s
ef
r
om t
hepast4year
s
.
t
hatt
hi
ngshavechanged al
ot exper
but my concer
n i
st
hat t
hi
s
ou can f
ol
l
ow Aks
hay at
change i
snei
t
herf
astenough Y
wi
t
t
er
/
aks
haykanyal
norwi
des
pr
ead.
Y
esIagr
eet
hat t