Description

The document emphasizes that measuring audience engagement solely through TV viewership is no longer relevant. The rise of digital media has shifted the focus away from eyeballs on TV screens to how people interact with content across various platforms. The phrase “Measuring eyeballs in front of a TV screen is utterly pointless” underscores this view.

Need for Adaptive Change: A quote from Charles Darwin—“It’s not the strongest that survive nor the most intelligent but the one most responsive to change”—reinforces the idea that the media industry must adapt to rapid technological and behavioral changes to thrive. This adaptation includes moving beyond outdated models to harness real-time data insights.

The term “Frankenmetrics” likely refers to the piecing together of various measurement tools to create a more holistic, albeit complex, system for understanding audience behavior. This suggests that traditional, single-source metrics are insufficient in today’s fragmented media landscape.

The document advocates for the use of MROCs—online communities created for in-depth qualitative market research, especially in African markets like Kenya, Nigeria, and South Africa. These communities provide ongoing, diverse insights via platforms like WhatsApp, allowing companies to gain a nuanced understanding of consumer behavior over longer periods than typical research methods.

Some key points from the resource include:
● The Shift to Digital Platforms
● Frankenmetrics and Data-Driven Decision-Making
● Market Research Online Communities (MROCs)
● Screen Stacking and Multi-Device Usage
● Influencers and In-Person Promotion