Media Insights Q&A with Michele Buslik – Targetcast tcm - Charlene Weisler

Michele Buslik SVP Director of Media Research at TargetCast tcm is one of the most knowledgeable researchers in the industry She is very active in many industry committees and initiatives including the 4As Media Measurement Committee Board Member of the MRC and a Board Member of the Council for Research Excellence Michele is a past President of the Radio and TV Research Council as well as a member of the CASIE and SMART initiatives two early pioneers in Internet and television measurement respectivelyIn this fascinating interview Michele talks about the future of the industry set top box data measurement and the importance of full disclosure of data algorithms the evolving role of research accreditation and the challenge of quotfalse rumorsquot that raise doubts about the accuracy of research data used in the industry todayBelow is a short excerpt of the interview The full interview can be accessedamp160 hereCW What is the role of research in your agencyMB Research is the foundation of our work at TargetCast From our beginnings we have committed to having all of the research we need to service our growing and diverse client list while developing a variety of proprietary applications to access these data with speed and accuracy so that we can arrive at actionable insights more quickly We also dive deep into consumer communications behavior through the development and use of our own primary research and tools under the management of the Director of Insights and Analytics Wahab GhaznaviCW What is your opinion of the future of STB data for measurementMB I believe that STB data providers started out on the wrong foot There was a lot of misleading information disseminated to the industry which was not grounded in good research That said I also believe that STB will find its place in the evaluation process but there has to be much more openness about the inevitable quotblack boxquot algorithms that are employed I sincerely wish that all of these providers would submit to the MRC for audit The MRC provides a vital function for the industry Most companies that have gone through the audit process will admit that their research services today are better than they would have been without the careful MRC reviewCW I believe that there is at least one STB data processor that is currently being audited by the MRC In addition the data from this company is accepted into Media Ocean Since all of this is occurring is there a thought to then accepting their data as part of the planning buying and selling processMB Certainly Access to the STB data is a tremendous stepping stone for these companies It is not a matter of accepting the STB data but more a matter of finding where having this additional information fits best and makes the most sense for our ClientsCW Michele you39ve written a fascinating blog on the industry Can you talk about your concern about quotfalse rumorsquotMB I thought I was the only one who read as many of the newsletters that I can on a daily basis but I was wrong For some unexplained reason Media Directors and Clients always find the newsletters that raise a doubt about something that is happening in the industry which impacts their media plan or strategy This starts a flurry of emails until the issue is more fully understood and accurately written aboutIt is not productive to raise these issues of where and how these rumors and misunderstanding of the facts of the situation occur It39s more important to address the issue and ensure that the truth will out Excuses are just that justification for poor information and we need to discourage that behaviorCW Can you give me three predictions on where the media industry is headed in the next five yearsMBSure amp8211 I39ve got my crystal ballamp8230The next few years will be a testing ground for the industry Consumers will continue to gain control over the media content and advertising which crosses their path It will be a shakeout period for both the research community and the media content providers to keep up with the fast paced changes Only the best will surviveInterview conducted by Charlene Weisler Weisler Media LLC She can be reached through her research blog wwwWeislerMediablogspotcom or at WeislerMediayahoocom Twitter wwwtwittercomweislermedia Disclosure I own Rentrak stockRead all Charlene39s MediaBizBloggers commentaries at Charlene WeislerCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Media Insights Q&A with Michele Buslik – Targetcast tcm - Charlene Weisler

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