MBI was set up to bring the use of groundbreaking multiple measurement methods including consumer observation "shadowing" research to Media Research. In an MBI observation study, we strive to capture every waking hour of the consumer's day -- typically about 16 hours per person. Highly trained observers systematically log where they are, what they're doing and the media to which they are exposed to on a 10 second-by-10 second basis. We track their media exposures in cars, bars, schools, offices, stores, job sites, sports facilities - everywhere consumers go, we go. And we track all the media they use - new media like mobile web, online video, or social networking as well as traditional vehicles like TV, print and radio. Everything that's touched, seen or heard is measured. Logistically demanding and time-consuming, an observation study produces consumer media behavior insights of unparalleled breadth, depth and actionability.
- Observation
