With AI, the value of measurement companies is shifting towards data collection
Artificial intelligence is radically transforming the market for polling organisations and specialist consultancies. In particular, it is quite radically altering the value of audience measurement companies. Not because it renders their data useless. Quite the opposite! It makes this primary data much more valuable, at the very moment when its production costs are rising… The study we recently carried out on the… future of radio illustrates this quite well. Using the latest audience and demographic data, it is now possible to rapidly build sophisticated models: ageing different generations, projecting their behaviour, testing several hypotheses and producing scenarios for the next twenty years. Just a few years ago, this sort of work required statistical expertise, IT resources and a great deal of time. A significant part of this barrier is being…