At the Advertising Research Foundation's (ARF's) splendid Audience Measurement Symposium June 11-13, comScore's Josh Chasin interviewed me on this subject in the kickoff session on Monday. Here's an abbreviated version. The big picture: attachment to one's techniques today will only impede a research company, because they all have to change. Josh's question is in italics.
The Future of Audience Measurement: Fine Discrimination and Innovation – Part 1
