As once said, “Prediction is very difficult, especially if it's about the future!”, but by speaking to media industry experts at our annual roundtables the media measurement team at GfK benefits enormously from understanding what the industry expects to happen and using it to focus our future developments. This discussion with the buy and sell side of the sector has given us clear pointers for preparing tomorrow’s media measurement.
We continue to believe in the validity and relevance of consented panels to measure reach and frequency across platforms and audiences. Our single-source cross-media panels already cover media and purchase behaviour in a fragmented multi-option consumer environment.
Our future-forward task is to ensure our panels can further integrate into hybrid research systems to maximize both survey data and passive data for even greater accuracy and richer insights.