Abstract:

What kind of research is suitable for collecting real insights about media usage in the changing media world? The 'Day in the Life' approach is helpful to track communication behaviour in the daily life of media users. A consumer centric perspective also ensures the measurement of the situational context and the usage of non-traditional media such as internet, mobile media, word of mouth and social networking. Results from a recent German Day in the Life-study are presented and the relevance for media planning and marketing decision making will be pointed out. Methodological issues concerning diary research are also discussed.