Research Topics

The Steering Committee of the Council for Research Excellence recommends the following research topics be explored by the Council:

• Media consumption (short-term - Who, what, where, when, why, how)
• Emerging technology (long-term - DVR, gaming, TIVO to Go, cell phones)
• Non-response    (including incentives testing)
• Commercial impact  (program environment, commercial avoidance)
• Local measurement (electronic, relation to national, does it work?)
• Proper data use (responsible use) 
• Complete measurement (out-of-home, single source, Apollo)
• Subgroups   (including micro targets such as age 12-24 in urban markets,)
• Independent Universe Estimate study (population estimates)
• New metrics and reporting (going beyond age/sex demo, beyond audience counting such as program environment and purchase behavior, psychographics)
• Sample – short-term: quality, improvements in faulting; long term: revolutionize, “big change” (ex: people based vs. HH based)
• Measurement technology – Portable People Meters, passive meter, set top box
• Modeling
• Out-of-the-box research idea(s)