This is an article from Cate Connolly insights manager at Universal McCann discussing the changing landscape in media and the need for new research techniques. UM has addressed this by working with Ideaspace to create 'ImMEDIAte Futures' a bespoke cocreation research method that combines creative workshops with ethnography.

1. focusthemediamix
Communications planning in the
21st century
How a new approach enables media researchers to involve consumers in forward-
looking media and product thinking. Cate Connolly, Universal McCann, explains
T
HE DIGITAL REVOLUTION has technology that empowers the consumer. Catalyst
not just arrived, it has well and truly During an average week, a typical fre- Social media have in essence become the
settled in. Traditional communica- quent internet user is now more likely to catalyst for a consumer metamorphosis
tions channels have mutated, fragmented be found instant messaging or watching that has resulted in a seismic shift in
and diversified to create a spectrum of online videos than travelling on their power. A new type of consumer has
media experiences that give consumers local bus (1). emerged: one that holds sophisticated
unparal