Abstract:

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies speeding up of mutations and acceleration of trends dispersion of practices and explosion of rules and inter- penetration between disciplines. Before this profusion of new media and new rules how should we react to deal with renewal and what are the consequences on our practices? The answers will be found in returning to the fundamentals of media research: targeting media audience research tools and global approach of media. Almost everything is changing - except the philosophy of media research and the expectation of its users - a help for qualitative and quantitative optimisation of the transmission of advertising messages.