In exploring media behavior, Insight and Research has refined a brand of naturalistic, cross-platform media measurement research that uses custom-programmed data collection software and a team of observers.
This work has attracted significant attention and been defined as the new gold standard of media consumption research—especially with regard to concurrent media use. Since the formative Middletown Media Studies, our method has been scrutinized by the country’s leading media researchers and has been tested repeatedly in the field. Our observational method can be customized to accommodate large-scale or finely-tuned populations, specific media environments and specialized content. Other projects exploring media behaviors include the innovative research design we use to study shopper media.
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