Happy late-January! We’re wrapping-up our blog series, so thanks for your ‘likes’, emails and feedback about the posts and about Ben’s article in VUE Magazine!
Since it has taken a few weeks – and to further illustrate how quickly the environment we live in is changing – we are concluding this series by having our fearless leader, Ben, take these predictions a bit further. This will be in a post NEXT WEEK, so check out key point #3 – Evolving Media – in the mean time. We’ll see you here next week for Ben’s recap and some exciting predictions for the #FutureOfMRX!
To ensure you’re up-to-speed, check out the last 2 posts - The #FutureOfMRX is in Fusing the Great Divide – Part 1 of 3 and/or The #FutureOfMRX is in Fusing the Great Divide – Part 2 of 3. Key point #3 is our focus for this week, and it is all about Evolving Media:
3) Evolving Media
As brands begin to focus more on mobility, it’s no surprise that advertising and marketing will follow and focus on the trending rise of mobility. However, it’s not only the media channel that will begin to shift; it’s also the way consumers engage with media that will evolve. The continuation of media’s becoming more web-based allows the pivot from a purely broadcast model to one that is more engaging and one that incorporates user/viewer interaction.
The socialization of journalism (whether viewed as a positive or negative) is a very real transition, and clearly something we as researchers must understand. All media will in some way become “social” media, and researchers will be tasked with helping brands understand this new arena, and with maximizing desired effect. Will traditional media measurement models like Nielsen evolve? Or, will new solutions and technologies (think: Social Media Listening) become the norm?
Though we have such a myriad of options and approaches to understanding people and their behaviors, it is the combination and hybrid utilization of these options that will power the researcher of tomorrow.
As you evaluate what research means in the future landscape, you must recognize that research has grown tremendously in scope, and its value to brands and organizations has never been greater. But, to capitalize fully on this opportunity, researchers must be willing to evolve and grow with the industry. We will be quicker to the draw on understanding new technologies and applications, yet we will not lose sight of our need to vet and evaluate opportunity and bias. It is clear that the research world of tomorrow is more complex and, in many ways, confusing. But we have many opportunities to add value, and we see researchers having a much more impactful seat at the table.
Like, comment and share (via icons directly below) while you can to make any valid points, because next week Ben gives his updated, more risky predictions!
- The SPYCH Team
Next Week – 2/1/13 - Updated Predictions