asiCast 110: Keeping the show on the road – Andrew Green of Ipsos
In this latest in our series of interviews looking at how the audience measurement community is responding to the challenges faced in maintaining media currency research during the COVID-19 crisis, our Research Director Richard Marks talks to Andrew Green, Global Head of Business Development, Audience Measurement at Ipsos.
Andrew and Richard cover a wide range of issues and consider the measures that have had to be introduced to ensure the continuity of reporting throughout this period. Are countries that use telephone interviewing for currency research now in a better position than those using face-to-face? Is electronic measurement/passive metering now the way forward as opposed to claimed recall and diaries and could this be the beginning of the end for face-to-face in market research?
Andrew’s recently-published white paper, ‘Keeping the Show on the Road – audience measurement methods in times of crisis’ is available to download.
The interview references the award-winning presentation by Nora Schmitz of Ipsos srl and Davide Crestani of Auditel on the importance of establishment surveys adapting to take account of new measurement challenges. Also referred to is an online event asi will be running with ESOMAR on 19th May and we will be publishing details of this on this site early next week.
In this asiCast, Andrew speaks with asi’s Richard Marks:
You can also listen to the interview by pressing play below or click here.
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