Types of clients
The list of those interested in media research is not exhaustive and goes beyond media-related organizations. However, the strengths (»+») and weaknesses (»-») of typical clients enable one to better understand one’s preferences in business information provided in the media.
PR-agencies
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- Concerned with media campaign control
- Concerned with competitor research
- Concerned with long-term monitoring
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- Confine themselves with simple media monitoring
- Single retrospective research is in more demand than regular ongoing research
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Advertising agencies
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- Concerned with advertising budgets research
- Concerned with advertisement placement methods (module size, type colour, sound volume, associative arrays).
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- Research of only one type of advertisement is usually ordered with no placement specification
- Researches of advertisement and its impact on the audience are usually ordered separately, not as a complex research.
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Press services, publicity departments of non-media companies
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- Better knowledge of ultimate consumer’s needs
- Diversity of partnership with research companies
- Greater possibilities for research documents to be used for corporate image building
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- Impossibility of independent large-scale research projects
- Voluntarism in the form and content of research documents
- Dependence of corporate leadership informing on the type of partnership with the researcher
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Media focusing on research results
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- Informing target audiences of research results
- Publications provide direct or indirect PR-support.
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- Research is not published in full, but provided in consecutive issues
- Key propositions and results are more interesting for further use than argumentation.
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Mass media interested in media market
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- Mostly interested in reliable information about themselves
- Can be informed about independent assessment of own media activity.
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- Favorable research data is published on their own information platforms
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