Nairobi,Kenya
Research company Ipsos Synovate is planning to establish a user friendly technology that will ameliorate interaction with the audience and the people involved in the research.
The technology, set for launch next week,will provide a strict quality control that will ensure data is provided on a weekly routine rather than on a quarterly basis. The innovation is keen on introducing an audience research technology to replace the hand written logs in order to improve data collection process.
This move is necessitated by the impending migration from analogue to digital broadcasting in Kenya, which has attracted some robust technological innovations and changes.
According to Ipsos Synovate Kenya, the need to refine media consumption research is imperative, as digital migration will diversify television viewership.
“The migration will attract more players to capitalize on this growing sector which will provide viewers with a wider array of entertainment channels. This means the scope of audience research will widen and therefore increasing respondent burden,” said Ipsos Media Director, Mr. Joe Otin.
Currently, the company uses paper and a telephonic gadget called Portable People Meter (PPM), which collects audio signals to indicate the kind of media that the user is exposed to.
The new electronic gadget has already been unveiled in the United Kingdom (UK), Mexico and United Arab Emirates (UAE). Digital migration has attracted competition from existing and emerging pay TV channels and this has brought with it an increase of viewers.
As a result more efficient methods of data collection is paramount for any research company that seeks to do audience research.
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