Abstract:

This paper describes the research dilemmas business titles have to face, with particular reference to the Financial Times. It shows how the Financial Times attempts to add value to the research it buys, how it goes about choosing which studies to invest in and gives a brief analysis of the strengths and weaknesses of some of the readership research on offer. The paper also gives some pointers on how the research business should market itself to potential clients and some suggestions about what media clients may be looking for from the research community in the future.