5th SAARF one-day media research symposium

Presented at the Crowne Plaza, Sandton, speakers from all over the world have been invited to present papers on subjects that are of importance to us in South Africa, thereby helping us to understand better how other countries are coping with the complexities of media audience and product measurement in an increasingly fragmented market.

Keynote speaker will be Bob Luff, Chief Technical Officer of Nielsen Media Research based in the USA. He will present two papers, one on 'Challenges facing the future of television audience measurement' and one on 'Electronic Measurement of Outdoor: The Chicago Survey'.

He will be supported by other renowned speakers, including Gerry van Dyck, the second African to present a paper at the Symposium from Research International, West Africa, who will speak on 'Branding without Labels', an interesting look into the dynamics of the informal market.

Other interesting topics that will be addressed are 'Multibasing', a type of data fusion by Dick Dodson from Telmar in the UK; interviewing motor vehicle drivers at robots to determine radio listening in motor cars by Carlos Lamas from AIMC in Spain, who will also speak about the introduction of a new media-product survey similar to AMPS in the Spanish market. Pat Pellegrini, VP, Research, BBM Canada will talk about the use of Passive metering of Television in Quebec and Leendert van Meerem, CEO of Intomart in the Netherlands will discuss new developments in television measurement in the Netherlands and the influence of socio-styles on business decision making.