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Recipe for Good Media Research

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The Attention Economy and How Media Works

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Abstract

Good media research is substantiated by a strong theoretical background and important research fundamentals. The theoretical roots of this work are guided by the NBD-Dirichlet Model of Consumer Behaviour, which explains how brand growth is dependent on many light, rather than fewer heavy buyers. Market share baselines become crucial to determining the actual effectiveness of an advertising campaign. We highlight the use of innovative tech and methodology to provide individual level single-source data and maintain experimental controls on ads viewed across device and platform, in a natural viewing environment. Good research also continues to test laws across differing boundary conditions. This chapter reminds readers to always scratch below the surface when investing in research that can have a fundamental impact on their business.

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  1. Amplified Intelligence Pty Ltd, Adelaide, SA, Australia

    Karen Nelson-Field

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  1. Karen Nelson-Field
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Correspondence to Karen Nelson-Field .

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Nelson-Field, K. (2020). Recipe for Good Media Research. In: The Attention Economy and How Media Works. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-15-1540-8_2

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