asiCast 92: Authentic communication in a mistrusting world
Kantar recently published the latest iteration of its Dimensions research, which sets out to provide an overview of the changing attitudes of online, connected consumers over time. A mix of qualitative and quantitative data, the study seeks to establish key consumer trends and concerns across China, the US, Brazil and the UK. In this asiCast our Research Director Richard Marks talks to the Chief Executive of Kantar’s Media Division Andy Brown about some of the key findings of this year’s report. Most of the press coverage this time around has been on the data on consumer responses to advertising. There seems to have been a hardening of attitudes, with consumers pushing back against the amount of advertising (there is far too much) and, at the same time, there’s a growing lack of trust in all commercial communications.
You can download the 2019 Dimensions report here.
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