Abstract:

Today's measures of vehicle exposure will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behaviour. Fusion of existing currencies will not be the ultimate answer. Future models will most likely be based on passive registration of the behaviour of complete universes or very large samples. With the era of online mass participation and user-generated content will come the next generation of more creative and interactive online research tools. This paper establishes principles upon which to base such an approach.