Nielsen and the Industry Research Group (IRG) are currently in the process of rethinking the CMI (consumer and media insights) research product in a bid to develop a service that better meets the needs of communications planners.
IRG chair Barry Williamson says this step is being taken to ensure the product remains in tune with the changes currently taking place across the industry.
“I am dedicated to the future development of CMI that reflects the way in which you want to use the data going forward in a more effective and efficient manner,” Williamson says.
“We are currently going through a robust review of the existing product offering, looking for ways of reducing the sheer volume of data, making it more accessible and looking at the possibility of being able to merge the data with other relevant data streams.”
The Nielsen CMI product is designed to give media planners an indication of the media consumption habits of consumers within certain target groups.
The latest move to revise the CMI product is part of an ongoing iterative process that has seen it go through various stages of progression since its adoption in the local market.
The service has also been augmented in recent years to give users greater granularity when analysing a set target market.
Given the large swathes of data that pass over planners’ screens on a daily basis, the IRG is looking to develop a service that allows for greater simplicity rather than more complexity.
To determine the best route for this update, the IRG is calling on members of the advertising and the media community to share their thoughts on the changes.
“It is only through your cooperation that we can get robust data that will enable the IRG to move the discussion forward,” Williamson says.
Those interested in sharing their thoughts are invited to participate in the survey here.
Participants enter a draw to win one of four $250 Prezzy cards.
