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
![The Future of Audience Measurement: Fine Discrimination and Innovation – Part 1](/media/articles/data_files_around_a_world_ID-10084466.jpg.550x380_q85_box-20%2C0%2C381%2C250_crop.jpg.webp)