“Technology enabled research is a trend in the marketplace,” noted Bruce Friend, President of Global Media and Entertainment, Maru/Matchbox. Harnessing the power of technology in the pursuit of research insights is something at which Friend excels thanks to his previous work at OTX and Vision Critical. Now, much of his effort focuses on “building capabilities that are platform-based [unlike] a traditional research company, which still tends to be very focused on one-off, ad hoc studies, employing different survey based methodologies," he recently told me. Friend helps clients create single-source panels that leverage a company’s own consumer assets, essentially connecting behavioral data from their DMP and other data assets with survey based demographic and attitudinal data to track over time.
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